Journal of the Academy of Marketing Science

, Volume 44, Issue 4, pp 516–538 | Cite as

Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance

  • Anna S. CuiEmail author
  • Fang Wu
Original Empirical Research


This study examines the antecedents and impact of three forms of customer involvement in innovation: customer involvement as an information source (CIS), customer involvement as co-developers (CIC), and customer involvement as innovators (CIN). We propose that the three forms of customer involvement employ different ways of utilizing customer knowledge and thus are influenced differently by the nature of customer knowledge, the firm’s knowledge management strategy, and organizational support for knowledge management implementation. Using primary data from multiple industries, we test a set of drivers along these three dimensions and find that the three forms of customer involvement are driven by different factors. Furthermore, the impact of customer involvement on product performance is contingent upon the firm’s technological capability, and the contingent effect also varies across different forms of customer involvement. These findings provide important theoretical implications as well as practical guidance for adopting and managing customer involvement in innovation.


Customer involvement Customer co-creation Knowledge management New product Innovation 



The authors gratefully acknowledge the Product Development and Management Association (PDMA) for providing funding for this research and assisting the data collection process. They also thank Gina O’Connor for her valuable comments on this project.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  1. 1.University of Illinois at ChicagoChicagoUSA
  2. 2.University of Texas at DallasRichardsonUSA

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