Value co-creation and new product development success: the moderating effect of structural empowerment
ISSN: 1750-614X
Article publication date: 27 January 2022
Issue publication date: 2 January 2023
Abstract
Purpose
This paper aims to represent an empirical study of what role does structural empowerment play in the relationship between multi-stakeholder value co-creation (VCC) and the success of new product development (NPD).
Design/methodology/approach
The hypotheses developed in this paper are tested by using data from 243 manufacturing companies worldwide.
Findings
The results show that the VCC activities have significant positive effects on NPD success, and structural empowerment moderates the impact of VCC activities on NPD success, but the moderating effect is not significant for customer involvement.
Originality/value
This study contributes to the research of VCC and discusses the positive role of structural empowerment to enhance the impact of VCC activities on NPD success.
Keywords
Acknowledgements
This research is supported by the National Natural Science Foundation of China (Grant No.: 71832013, 72192823, 71821002) and National Social Science Fund of China (Grant No.: 21&ZD131).
This study does not involve human subjects and adheres to all current laws of China.
Citation
Wu, D., Liu, T., Wu, F., Bai, W. and Lin, X. (2023), "Value co-creation and new product development success: the moderating effect of structural empowerment", Chinese Management Studies, Vol. 17 No. 1, pp. 197-214. https://doi.org/10.1108/CMS-04-2021-0126
Publisher
:Emerald Publishing Limited
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