IV. WHO, WHAT, AND WHEN: THE ROLE OF THE CUSTOMER IN THE
4.8 Tables
Functional Area Frequency Percent Valid Percent
Cumulative Percent
R&D 34 19 23.1 23.1
Management 30 16.8 20.4 43.5
Regulatory Affairs
27 15.1 18.4 61.9
Marketing 24 13.4 16.3 78.2
Engineering 22 12.3 15.0 93.2
Sales 7 3.9 4.8 98.0
Manufacturing 3 1.7 2.0 100.0
Total 147 82.1 100.0
Missing 32 17.9
Total 179 100.0
Innovation Characteristics Percent of Sample FDA Class I (Least
regulated) 14%
FDA Class II 55%
FDA Class III (Most
regulated) 19%
Unclassified 11%
Mean Length of Time on the
Market 2.75 years Mean Length of Time in
Development 2-3 years Median Selling Price for the
Innovation $1000
Table 4--1 : Sample Descriptive Statistics
Table 4-2 : Survey measures, sources, and reliability
α Factor Loading Technology Information during individual stages of NPD
Indicate the level (amount) of technology information provided by the customer during the Opportunity Identification and Selection stage of the development of a radical innovation
Indicate the level (amount) of technology information provided by the customer during the Development stage of the development of a radical innovation
Indicate the level (amount) of technology information provided by the customer during the Launch/Commercialization stage of the development of a radical innovation
Market Information during individual stages of NPD
Indicate the level (amount) of Market information provided by the customer during the Opportunity Identification and Selection stage of the development of a radical innovation
Indicate the level (amount) of Market information provided by the customer during the Development stage of the development of a radical innovation
Indicate the level (amount) of Market information provided by the customer during the Launch/Commercialization stage of the development of a radical innovation
Customer Characteristics (Franke and Shah 2003) .857 The customers we obtained information from in the development of this product:
Usually found out about new products and solutions earlier than others .722 Have benefited significantly by the early adoption and use of new products .789 Have tested prototype versions of new products for manufacturers. .782
Are regarded as “cutting edge” in their fields .855
Improved and developed new techniques in their fields. .881
Had needs which were not satisfied by existing products. .616
Are dissatisfied with the existing products in the market. .492
Technological Innovativeness (Gatignon and Xuereb 1997) .817 This new product is a minor improvement in a current technology. (r) .661
This new product has changed the market conditions. .192
This new product is one of the first applications of a technological breakthrough. .785 This new product is based on a revolutionary change in technology. .852 This new product incorporated a large new body of technological knowledge. .725
This new product has changed the nature of the competition. .253
Market Newness (Danneels and Kleinschmidt 2001) .830 To what extent was this product aimed at new customers to your firm—customers that you had not sold to
before. .789
To what extent did this product take you up against new competitors—competitor firms that you had never faced
before. .698
To what extent did this product cater to new customer needs—customer needs that you had not served before. .686 To what extent was the market for this product new or different for your firm—new or different from the markets
you normally sell into?
.838 To what extent did this product represent a new product category—a type of product that your firm had not made
and/or sold before.
.714 Note: (r) indicates a reverse-coded item
Correlation Matrix and Descriptive Statistics of Measures
Variables Mean
Standard
Deviation 1 2 3 4 5 6 7 8 9
1 Customer Characteristics 5.26 1.06 0.86 2 Idea Generation - Technology Information 4.33 1.97 0.31** -
3 Idea Generation - Market Information 4.41 1.99 0.15 0.66** -
4 Development - Technology Information 4.15 1.93 0.29** 0.59** 0.49** -
5 Development - Market Information 3.9 1.88 0.13 0.46** 0.68** 0.63** -
6 Launch - Technology Information 3.92 2.06 0.17* 0.41** 0.35** 0.56** 0.38** -
7 Launch - Market Information 4.39 1.81 0.21** 0.21** 0.45** 0.38** 0.58** 0.56** -
8 Newness of Technology 4.78 1.25 0.30** 0.08 0.19* 0.16* 0.23** 0.20* 0.28* 0.82
9 Newness of Market 4.65 1.56 0.21** 0.15 0.11 0.12 0.03 .19* 0.1 .37** 0.83
Skewness -0.67 -0.38 -0.43 -0.37 -0.24 -0.22 -0.45 -0.52 -0.38
Kurtosis 0.57 -1 -0.93 -0.88 -0.76 -1.06 -0.54 -0.23 -0.84
* Correlation is significant at the 0.05 level (2-tailed). ** Correlation is significant at the 0.01 level (2-tailed).
Note: Scale Reliability shown on the diaganol
Table 4-3 : Descriptive statistics and correlations of the scales
Question Root:
The customers we obtained information from in the development of this product:
Statistics
Usually found out about new products and
solutions earlier than
others.
Have benefited significantly
by the early adoption and
use of new products.
Have tested prototype versions of new
products for manufacturers.
Are regarded as 'cutting edge' in their
fields
Improved and developed
new techniques in
their fields.
Had needs which were not satisfied by existing
products.
Are dissatisfied
with the existing equipment in
the market.
Mean 4.9 5.3 5.4 5.4 5.3 5.7 4.9
Median 5 5.5 6 6 6 6 5 Mode 4 6 6 6 6 6 5 Std.
Deviation 1.4 1.3 1.5 1.5 1.5 1.4 1.6 Table 4-4 : Customer Characteristics Item Results
Test Value = 4
t df Sig. (2-tailed)
Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Cust.
Char. 14.868 156 .000 1.25933 1.0920 1.4266
Table 4-5 : Customer Characteristics One-Sample Test – Assume “4” is Neutral
Test Value = 4.1
t df Sig. (2-tailed)
Mean Difference
95% Confidence Interval of the
Difference
Lower Upper
Cust.
Char. 13.687 156 .000 1.15933 .9920 1.3266
Table 4-6 : Customer Characteristics One-Sample Test - Franke and Shah (Franke and Shah 2003) Reference Value of “4.1” as the Mean
Paired Differences t df Sig. (2- tailed)
Mean
Std.
Deviation
Std. Error Mean
95% Confidence Interval of the
Difference Mean
Std.
Deviation
Std. Error Mean
Upper Lower
Pair 1 (Idea Generation - Technology
Information) – (Idea Generation - Market Information)
-.086 1.642 .129 -.340 .168 -.668 162 .505
Pair 2 (Development - Technology Information) – (Development - Market Information)
.245 1.633 .128 -.007 .498 1.918 162 .057
Pair 3 (Launch - Technology Information) –
(Launch - Market Information)
-.466 1.806 .141 -.746 -.187 -3.296 162 .001
Table 4-7 : Paired Samples T-test for Information Types
Source Stage Type
Type III Sum of
Squares Df
Mean
Square F Sig.
Stage Linear 7.515 1 7.515 2.161 .144
Quadratic 12.125 1 12.125 6.823 .010
Error(Stage) Linear 563.485 162 3.478
Quadratic 287.875 162 1.777
Type Linear 2.556 1 2.556 .950 .331
Error(Type) Linear 435.777 162 2.690
Stage * Type Linear Linear 5.896 1 5.896 6.279 .013
Quadratic Linear 14.775 1 14.775 21.585 .000
Error(Stage*Type) Linear Linear 152.104 162 .939
Quadratic Linear 110.892 162 .685
Table 4- 8 : Repeated Measures ANOVA for Information Type and Stage
Source Stage
Type III Sum of
Squares df Mean
Square F Sig.
Stage Linear 13.362 1 13.362 5.556 .020
Quadratic .065 1 .065 .048 .828
Error(Stage) Linear 389.638 162 2.405
Quadratic 222.935 162 1.376
Table 4-9 : Repeated Measures ANOVA for Technology Information and Stage
Source Stage
Type III Sum of Squares df
Mean
Square F Sig.
Stage Linear .049 1 .049 .024 .876
Quadratic 26.834 1 26.834 24.723 .000
Error(Stage) Linear 325.951 162 2.012
Quadratic 175.832 162 1.085
Table 4-10 : Repeated Measures ANOVA for Market Information and Stage