The 4848th Phase of the Forum on Social Celebrities and Entrepreneurs
Theme: When Less Is More: The Downside of Market Knowledge Sharing in New Product Development Teams
Speaker: Assistant Professor Tang Yihui, Chicago University of Illinois
Host: Professor Fu Xiaorong of the School of Business Administration, SWUFE
Time: Thursday, March 29, 2018 (Thursday) at 9:30 a.m.
Location: A209 Conference Room of Tongbo Building, Liulin Campus
Organizer: Research Department of the Institute of Business Administration
Content of the Lecture:
Despite the common belief that knowledge sharing in new product development (NPD) teams is beneficial, empirical findings are mixed. This research draws attention to the need to distinguish the extent of market knowledge sharing behaviors and the extent of shared common market knowledge in NPD teams, and examines their respective impact on NPD performance. The multi-study research design, involving two different field surveys from different industries and a longitudinal study in a controlled setting, reveals that both customer knowledge sharing behaviors and the extent of shared common customer knowledge exhibit inverted U-shaped effects on NPD performance. The extent of shared common competitor knowledge exhibits an inverted U-shaped relationship with new product sales, but U-shaped effects on profits. Further, these curvilinear effects are mediated by the perceived diagnostic value of market knowledge in the team.