Impact of crowdsourcing on new product performance through product design elements

2023 Fiscal Year Final Research Report

• Project/Area Number: 19H01545
• Research Category: Grant-in-Aid for Scientific Research (B)
• Allocation Type: Single-year Grants
• Section: 一般
• Review Section: Basic Section 07090:Commerce-related
• Research Institution: Waseda 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
• 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

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.

Free Research Field

マーケティング戦略

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。