The Influence of Collaboration in the New Product Development Process

Consumers expect greater involvement in the product and service offerings of firms. In response, the integration of collaboration in the new product development (NPD) process has become of interest to researchers across disciplines. Collaboration can be viewed as a “looking glass” technique, which fosters an enhanced sense of shared identity by promoting a “we” versus an “us-them” orientation. Drawing from social identity and exchange theories, the central purpose of this dissertation is understanding ways that collaboration influences perceptions during the NPD process to help shape consumers’ identity with the firm. Essay 1 employs a mixed-method approach across three studies to discover the elements and consequences of collaboration that are the most meaningful to consumers; to test how collaboration moderates consumer outcomes with changes in marketing strategy elements; and to identify a significant mechanism underlying trust-building. Essay 2 demonstrates across four experiments how collaboration that is implemented in each stage of the NPD process affects consumers’ cognitive and behavioral responses. Findings indicate that collaboration outcomes differ as a function of consumers’ involvement with the product. Additionally, collaboratorspecific (e.g., collaboration motivation) and firm-specific (e.g., brand trust) differences show that, while each form of collaboration along the development timeline may be objectively similar, consumers’ subjective interpretation of each stage varies significantly in favor of collaboration that occurs earlier in the NPD process (e.g., idea generation). Utilizing structural equation modeling methodology, Essay 3 expands upon conceptual models to ascertain how the effects of collaboration are mediated by perceived social distance, while concurrently examining attitudinal and behavioral outcomes. The final structural model explains 57 percent of the variance in consumers’ purchase intentions, and generally suggests collaboration as a favorable way to influence perceptions of trust toward the product, the brand, and the firm. © 2014 by Laurel Aynne Cook All Rights Reserved ACKNOWLEDGMENTS The process of getting a Ph.D. has been one of the most challenging yet supremely rewarding experiences of my life. However, I would be foolish to think that it was possible on my own. First, I would like to thank my family. My husband Brian and precious son, Isaac, have been adamant supporters of my academic goals. The decision to apply to a Ph.D. program was eagerly supported but the decision to stay in the program was largely a function of their continuous love and encouragement. Both have sacrificed many things, including a comfortable lifestyle surrounded by friends, to allow me the opportunity to pursue my dream. Patiently, they grew accustomed to new surroundings and to a new lifestyle. With courage and plenty of humor, they found ways to enjoy the experience of living in Arkansas with a grad student wife/mother. Interestingly, acceptance into the program at the University of Arkansas presented an opportunity for other members of my family as well. My father, sister, and my nephew decided to join us as we left Tennessee and moved to beautiful Fayetteville. During our time in Arkansas, I was able to keep long hours at school (including many nights and weekends) while my family worked together to provide for our needs. As a result, I would be remiss if I didn’t thank my father, sister, and nephew for taking a risk to live in an unconventional manner in order to provide the type of environment that would allow me to complete a demanding degree. Specifically, my father would often provide much-needed counsel after I would return home from school stressed and discouraged. His confidence in my abilities to complete this degree never wavered. Additionally, my sister and nephew offered a constant source of humor and entertainment. As my best friend, my sister would also listen to all of my complaints and calmly remind me about why I had pursued this degree in the first place. Together, I could not have completed my degree or this dissertation without the support of my beloved family. Next, I would like to acknowledge the UofA’s impressive department of marketing. The faculty warmly welcomed me when I joined the program in 2010 and have provided the cornerstone for my academic career. The training I have received has been extensive and very well supportedfinancially and scholastically. Moreover, many of the faculty members have been outstanding colleagues and friends. First, I would like to thank my dissertation chair, Ronn J. Smith, for being the very first faculty member willing to take a risk on a novel dissertation topic. He has shaped me to become the sort of academic who strives for excellence from a holistic perspective. His steadfast support, encouragement, and faith has undoubtedly been a driving force behind this dissertation. My other committee members, Scot Burton and Betsy Howlett, are icons of academic excellence. When I consider my long-term career goals, I always keep Scot and Betsy in mind. Both have many years of methodological and theoretical mastery. As a result, our discipline has greatly benefited from their contributions. I am deeply grateful to have benefited from their expertise, time, and attention as well. Together, Ronn, Scot, and Betsy represent the trifecta of the ideal dissertation committee. Finally, I would like to thank Tom and Jeff for serving as atypical department chairs during my program. The amount of guidance, advice, protection, and support they offer Ph.D. students is highly unusual (yet much appreciated). I would also like to thank other faculty mentors, a phenomenal support staff, and those students who have inspired me. Dub Ashton, Molly Rapert, & Charles Leflarthank you so much for letting me see the joy and passion you have for your profession. I would also like to thank all of the PhD students who have blessed my life. Specifically, Cassandra, Shannon, Bob, Dee, and Henryyou have become treasures in my life. CI truly cannot thank you enough for years of laughter (! ), commiseration, determination, and GALLONS of Starbucks tea. Thank you all for a wonderful Ph.D. program experience. DEDICATION This dissertation is dedicated to my son, Isaac Ross. Born on my birthday, Isaac has been the absolute joy of my life and the epitome of life’s perfect gift. He is my primary motivation & ultimate blessing. It is my hope that by finishing this dissertation and completing my Ph.D., I will have given him a gold standard for his academic training and vocation considerations. May he have the surreal and self-sustaining happiness that comes from a career garnered through years of hard work, steadfast determination, calculated risk-taking, and an ever growing passion for learning. Importantly, I believe that a great career begins with the training higher education provides. After all, “education is the most powerful weapon we can use to change the world” (Lighting your way to a better future by Nelson Mandela in 2003). Isaac, I love you with all of my heart and I want to thank you for the multitude of reasons why I consider myself lucky to be your mother.