A Taxonomy of Relationship Approaches During Product Development in Technology‐Based, Industrial Markets
本文研究高科技产品卖家在新产品开发过程中采用的关系方法，发现存在双边与单边两种产品开发关系，且方法选择与卖方的营销策略（如目标客户和产品定制程度）相关。
Effective relationship management during new product development (NPD) is an important determinant of new product success in technology‐based, industrial markets. This article investigates whether different relationship approaches are used by sellers of high‐tech innovations during the NPD process. The results of our empirical study reveal that sellers are resorting to two approaches during NPD: bilateral versus unilateral product development relationships. Furthermore, the approach used in a particular dyad is aligned with the seller's marketing strategy for the innovation, particularly aspects related to targeting (buyer knowledge and prior relationship history) and product strategy (the extent of product customization).