Previous research has considered how exploratory market learning processes moderate market and technological uncertainty in radical product development. Scholars argue that new product development (NPD) teams may increase the chances of success of radically new projects by acquiring, assimilating and implementing new information from market feedback. However, research has not tackled how information is assimilated by the NPD team and to what extent the process of information implementation occurs. In this article, we begin to fill the need for such research by investigating the interaction between internal team values (beliefs and possibly ideology) and external market feedback / information in radical projects. Via the lens of a 2-year longitudinal participant-observation study, we suggest that information assimilation is not automatic, but rather influenced in interesting ways by internal team values. The findings imply that shared team values act as a selective assimilation mechanism determining whether a development team will act on user feedback. Furthermore, the type of information (e.g., functional vs. conceptual feedback) processed by the development team acts as a moderating factor on the relationship between the team values and information processing.

market feedback, market learning, new product development, radical products, team values, technological uncertainty
Information and Product Quality; Standardization and Compatibility (jel L15), Business Administration and Business Economics; Marketing; Accounting (jel M), New Firms; Startups (jel M13), Advertising (jel M37), Management of Technological Innovation and R&D (jel O32)
Erasmus Research Institute of Management
hdl.handle.net/1765/13765
ERIM Report Series Research in Management
ERIM report series research in management Erasmus Research Institute of Management
Erasmus Research Institute of Management

Berchicci, L, & Tucci, C.L. (2008). Market Feedback and Team Commitment in Radical Product Innovation Process (No. ERS-2008-069-ORG). ERIM report series research in management Erasmus Research Institute of Management. Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/13765