Perils of collaborating with B2B customers: Impact on product performance

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The paper confirms the negative aspects of customer collaboration in B2B settings. While customer and firm collaboration efforts yield product performance benefits, beyond a certain level can result in adverse effects.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Perils of collaborating with B2B customers: Impact on product performance", Strategic Direction, Vol. 40 No. 1, pp. 29-31. https://doi.org/10.1108/SD-12-2023-0157