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Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang

Asia Marketing Journal

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development …

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빙그레 요플레의 시장 선도적 신제품 마케팅전략, So Young Kim, Heon Soo Jung, Young Chan Kim

Asia Marketing Journal

Since launching a spoonful yogurt ``Yoplait`` for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market …

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