Analysis of the Moderating Role of Time Style Congruity on the Relationship between Customers Participation and New Product Development (NPD) Time in the Industrial Marketing Context

By considering the rapid changes in technologies, rising the customers expectations and growing technical complexities, the speed of the process of New Product Development (NPD) has become an extremely critical factor in the company's success. The firms are challenging to find ways such as customer participation especially in B2B marketing to shorten the time between an idea generation to product launch. Literature review has revealed that the effectiveness of customer participation is a matter of contingency thus in this research, the moderating role of time style congruity, as a novel concept in B2B domain, on the relationship between customer participation and new product development time will be analyzed. The creative combination of the constructs in the proposed framework is rooted in the open system organization perspective, the contingency theory and redefinition of time style as a broad concept, applicable in the individual, organizational and cultural levels, which is referred to the way by which time is perceived and used. The statistical population of this survey consists of the NPD projects done between 1390-1398 in the Iranian industries. The Judgmental Sampling method has been applied and 200 samples are selected. The data analysis has been done by using structural equation modeling in SmartPLS and the results show the moderating role of time style congruity on the relationship between customer participation and NPD time in the industrial marketing context.