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http://dx.doi.org/10.5392/JKCA.2013.13.05.493

Effectiveness of User Involvement for New Service Development : Focusing on Domestic Digital Content Industry  

Yang, Hee-Tae (한국과학기술원 기술경영전문대학원)
Lee, Ki-Baek (한국과학기술원 기술경영전문대학원)
Choi, Mun-Kee (한국과학기술원 기술경영전문대학원)
Publication Information
The Journal of the Korea Contents Association / v.13, no.5, 2013 , pp. 493-505 More about this Journal
Abstract
User involvement in New Service Development(NSD) has attracted the limelight as a good method, but we still lack an empirical analysis of the effectiveness of user involvement. In addition, positive and negative determinants of user involvement in NSD have not often been dealt with in past research, and this deficiency has been identified as a barrier to the effective utilization and diffusion of user involvement in NSD. To our knowledge, this is the first study to empirically investigate the degree of implementation of user involvement in NSD, the effectiveness of user involvement, and the utilization strategy in the digital content industry. First, we reveal that ordinary user involvement is more effective for NSP performance than lead users or business partner companies. Second, we empirically demonstrate that the effectiveness of involving lead user and ordinary user in NSP is different according to the new service type and service development stage. Based on the results of our analyses, we suggest some strategic directions for the companies who want to newly adopt or improve their current level of user involvement in NSD. We expect that the implications of this study will be utilized for efficient diffusion of user involvement in NSD and will eventually contribute to tangible achievements for companies in the digital content industry.
Keywords
User Involvement; New Service Development(NSD); Digital Content;
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Times Cited By KSCI : 1  (Citation Analysis)
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