Effective relationship management during new product development (NPD) is an important determinant of new product success in technology‐based, industrial markets. This article investigates whether different relationship approaches are used by sellers of high‐tech innovations during the NPD process. The results of our empirical study reveal that sellers are resorting to two approaches during NPD: bilateral versus unilateral product development relationships. Furthermore, the approach used in a particular dyad is aligned with the seller's marketing strategy for the innovation, particularly aspects related to targeting (buyer knowledge and prior relationship history) and product strategy (the extent of product customization).
No takes yet. Share an insight, caveat, or question.
Athaide et al. (1999) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: