Consumer Involvement in New Product Development: A Case Study from the Online Virtual Community

In this study, the authors collect data through the MIUI community (the online community network of Xiaomi, a high‐tech company). The findings reveal a close link between the NPD performance of firms and the motivations for consumer involvement. The findings also have implications for practitioners concerned with the management of consumer resources.

Source: Psychology and Marketing - November 10, 2016 Category: Psychiatry & Psychology Authors: Xuemei Xie, Yaoyang Jia Tags: Research Article Source Type: research