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Impact of crowdsourcing on new product performance through product design elements

Research Project

Project/Area Number 19H01545
Research Category

Grant-in-Aid for Scientific Research (B)

Allocation TypeSingle-year Grants
Section一般
Review Section Basic Section 07090:Commerce-related
Research InstitutionWaseda University

Principal Investigator

Onzo Naoto  早稲田大学, 商学学術院, 教授 (70194652)

Co-Investigator(Kenkyū-buntansha) 大平 進  千葉商科大学, 商経学部, 准教授 (30709001)
坂野 友昭  早稲田大学, 商学学術院, 教授 (40139506)
石田 大典  日本大学, 商学部, 准教授 (80507872)
岩下 仁  神奈川大学, 経済学部, 准教授 (30608732)
Project Period (FY) 2019-04-01 – 2023-03-31
Project Status Completed (Fiscal Year 2023)
Budget Amount *help
¥13,910,000 (Direct Cost: ¥10,700,000、Indirect Cost: ¥3,210,000)
Fiscal Year 2022: ¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2021: ¥3,380,000 (Direct Cost: ¥2,600,000、Indirect Cost: ¥780,000)
Fiscal Year 2020: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2019: ¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Keywords製品開発 / 製品デザイン / クラウド・ソーシング / クラウド・ファンディング / オープン・イノベーション / マーケティング戦略 / クラウドソーシング / オープンイノベーション / 組織学習 / アンラーニング / 新製品開発 / 製品デザイン要素
Outline of Research at the Start

本研究では、製品デザイン要素の先行要因のなかでも、クラウド・ソーシングに着目し、それが製品デザイン要素を通じて製品優位性へと結びつくメカニズムを明らかにしていく。マーケティングにおける製品デザイン研究は既に多く取り組まれているが、先行要因として、今日注目を集めているクラウド・ソーシングに焦点を当てた研究は行われていない。そのため、本研究によって、貴重な理論的貢献のみならず、実務的貢献も期待される。クラウド・ソーシングの効果を明らかにできれば、製品デザイン要素を通じた競争優位の獲得へと導く指針を示せるため、わが国の企業の発展に貢献できると思われる。

Outline of Final Research Achievements

Until recently, many traditional firms developed their products only in a closed environment. However, there is growing recognition that the use of crowds and external partners is key to success in new product development. To reveal the role of crowds and external partners in NPD, we reviewed the relevant literature and conducted interviews with managers who are deeply involved with activities such as crowd sourcing, crowd funding, and open innovation. Building on extant literature and our qualitative research findings, we developed some hypotheses which are associated with three different topics. Then, we conducted a series of three quantitative research projects to examine those hypotheses. Finally, we found the success factors of crowd funding, the side benefits of crowd funding (i.e., improving quality and enhancing promotion), and the learning effects of interaction with external partners on new product performances.

Academic Significance and Societal Importance of the Research Achievements

本研究では、クラウド(群衆)や外部パートナーを活用した製品開発に焦点を当て、3つの実証研究をおこなった。その結果、クラウド・ファンディングを成功に導く要因、クラウド・ファンディングがもたらす品質改善やプロモーションの効果、外部パートナーとの協業がもたらす学習効果などを明らかにした。これらはオープンな製品開発を通じた競争優位獲得に向けた重要な示唆となり、学術的な貢献のみならず実務的にも意義深いと思われる。

Report

(5 results)
  • 2023 Final Research Report ( PDF )
  • 2022 Annual Research Report
  • 2021 Annual Research Report
  • 2020 Annual Research Report
  • 2019 Annual Research Report
  • Research Products

    (3 results)

All 2024 Other

All Journal Article (1 results) (of which Peer Reviewed: 1 results,  Open Access: 1 results) Presentation (1 results) (of which Int'l Joint Research: 1 results) Remarks (1 results)

  • [Journal Article] Crowdfunding in New Product Development2024

    • Author(s)
      石田大典・大平進・恩藏直人
    • Journal Title

      Japan Marketing Journal

      Volume: 43 Issue: 3 Pages: 19-31

    • DOI

      10.7222/marketing.2024.003

    • ISSN
      0389-7265, 2188-1669
    • Year and Date
      2024-01-10
    • Related Report
      2022 Annual Research Report 2021 Annual Research Report
    • Peer Reviewed / Open Access
  • [Presentation] The Effect of Organizational Learning on Project Performance in Open Innovation: The Role of Inlearning and Unlearning2024

    • Author(s)
      Susumu Ohira, Daisuke Ishida, Naoto Onzo
    • Organizer
      2024 AMA Winter Academic Conference
    • Related Report
      2022 Annual Research Report 2021 Annual Research Report
    • Int'l Joint Research
  • [Remarks] Researchmap

    • URL

      https://researchmap.jp/read0206421

    • Related Report
      2019 Annual Research Report

URL: 

Published: 2019-04-18   Modified: 2025-01-30  

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