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Value co-creation and new product development success: the moderating effect of structural empowerment

Dong Wu (School of Management, Zhejiang University, Hangzhou, China)
Tanfei Liu (School of Management, Zhejiang University, Hangzhou, China)
Fei Wu (School of Management, Zhejiang University, Hangzhou, China)
Wenxiao Bai (School of Management, Zhejiang University, Hangzhou, China)
Xinyi Lin (School of Management, Zhejiang University, Hangzhou, China)

Chinese Management Studies

ISSN: 1750-614X

Article publication date: 27 January 2022

Issue publication date: 2 January 2023

529

Abstract

Purpose

This paper aims to represent an empirical study of what role does structural empowerment play in the relationship between multi-stakeholder value co-creation (VCC) and the success of new product development (NPD).

Design/methodology/approach

The hypotheses developed in this paper are tested by using data from 243 manufacturing companies worldwide.

Findings

The results show that the VCC activities have significant positive effects on NPD success, and structural empowerment moderates the impact of VCC activities on NPD success, but the moderating effect is not significant for customer involvement.

Originality/value

This study contributes to the research of VCC and discusses the positive role of structural empowerment to enhance the impact of VCC activities on NPD success.

Keywords

Acknowledgements

This research is supported by the National Natural Science Foundation of China (Grant No.: 71832013, 72192823, 71821002) and National Social Science Fund of China (Grant No.: 21&ZD131).

This study does not involve human subjects and adheres to all current laws of China.

Citation

Wu, D., Liu, T., Wu, F., Bai, W. and Lin, X. (2023), "Value co-creation and new product development success: the moderating effect of structural empowerment", Chinese Management Studies, Vol. 17 No. 1, pp. 197-214. https://doi.org/10.1108/CMS-04-2021-0126

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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