The roles of product lead-users and product experts in new product evaluation |
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| Authors: | Muammer Ozer |
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| Institution: | aDepartment of Management, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon, Hong Kong |
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| Abstract: | It is widely recognized in the literature that product innovation is one of the most important research policy issues. As an important product innovation activity, evaluating the market potentials of a new product has also received a great deal of attention in the literature because of its importance to companies as well as to both governmental and non-governmental research institutions. Extending earlier research about product lead-users and product experts and addressing several methodological issues identified in the literature, this study focuses on the roles of product lead-users and product experts in new product evaluation. In particular, the results of a longitudinal empirical study show that there are theoretical and empirical distinctions between product lead-users and product experts with respect to the accuracy of new product evaluations and that it is possible for companies as well as governmental and non-governmental agencies to improve significantly the accuracy of such evaluations. |
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| Keywords: | Lead-users Innovation Product development NPD |
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