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Keywords: Moderation effect
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Journal Articles
Customer involvement and NPD cost performance: the moderating role of product innovation novelty
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Journal of Business & Industrial Marketing (2019) 34 (4): 711–722.
Published: 11 March 2019
... that these two types of product innovation novelty exert a moderate effect on the relationship between customer involvement and NPD cost performance. First, product innovation novelty for customers strengthens the positive effects of customer involvement on the NPD cost performance. Second, product innovation...
