Critical analysis of Callahan & Lasry (2004)

Callahan, John and Eytan Lasry (2004) “The Importance of Customer Input in the Development of Very New Products,” R&D Management, 34(2), March, 107‐120.

Mahmoud Hassan

TTMG 5004 - Summer 2015Technology Innovation ManagementThe Date (May 28th, 2015)

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Description

• Area of study :

- This research explores the acquisition of customer input and its

importance in the development of very new products.• Unit of analysis : A computer telephony new product development project.• Research methods :

- Data were gathered on 55 product development projects.

- Used to test hypothesis concerning the relationship between product

newness, the importance of customer input in the development process,

and the use of customer intensive market research methods.• Research results :

- For importance of customer input : Increases with market newness of a product up to a point and then drop off

For every new product. Significantly increases the use of customer intensive market research

methods.

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Critical analysis

• The contribution of the paper to our course: - How you can formulate a set of hypothesis based on the review.

- How you can outline the research design, including data gathering

and the measurement of research variables.

- How you can presenting the research results, summarize your findings.• Value of contribution:

- For innovation, develop a framework for bridging and judgment on effects.

- Approach for product newness.• Strengths:

- General phases and activities in cases studies

- The empirical evidences and statistical analysis.• Weaknesses: May not succeed with new data and time.• Arguments:

- Many statistical support / tests to support the relationship between Customer Input, Method intensity and product newness.

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Synthesis

• These studies search

- Focused on Technology management and innovation performance.

- Research literatures provides guidance to managers.

• Research Methods

- Deductive Theory -> Hypothesis -> Observation -> Confirmation

- Descriptive Statistics

• Analysis & Statistical Methods

- Common methods to collect data

- Hypothesis tests:

Linear relationship, quadratic regression and correlation analysis

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Extension

• Areas for future research: - Ensures customer satisfaction for every new product . - Potential customers and product newness. - Customer relationship management .

• Building on this paper: - Take into account the quick change in market newness and overall newness. - What is the importance of customer input for every new

product with different income and ages?- What are the effects on customers for using new products

technology?