Customer participation in new product development: an Industry 4.0 perspective

Hafiz Muhammad Naeem and Eleonora Di Maria

European Journal of Innovation Management, 2021, vol. 25, issue 6, 637-655

Abstract: Purpose - The use of modern technologies of the fourth industrial revolution, commonly known as “Industry 4.0” (I4.0), is believed to have considerable potential for product customisation. In this context, this paper aims to explore whether or not using these technologies impacts customer participation (CP) in a firm's new product development (NPD) process. Design/methodology/approach - To empirically test the proposed relationships, the authors collected the North Italian manufacturing firms' data and applied regression analysis. Findings - Empirical results indicate that, on the one hand, the technologies have their specific and individual impacts, and on the other hand, the firms which use more I4.0 technologies allow more customer participation in their product design and production process. This positive impact is more robust in product design than in the production process. Practical implications - Managers aiming to benefit from CP should broaden the scope of adopting I4.0 technologies and consider different roles concerning the design and production phases of the new product development process. Recognising the importance and allowing CP in NPD will enable firms to meet the customised demands. Originality/value - To the best of the authors' knowledge, the proposed relationships of this study have been extensively debated theoretically in the I4.0 context but never empirically tested before. It is one of the few studies which discusses the strategic adoption and the combined use of I4.0 technologies to create more opportunities for product customisation.

Keywords: Industry 4.0; Customer participation; New product development; Product design; Production process (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-01-2021-0036

DOI: 10.1108/EJIM-01-2021-0036

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