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    PDMA's annual Research Forum is the #1 academic conference on end-to-end new product development (NPD) and innovation. It is the only research forum focused solely on the intellectual exchange and cutting-edge research on all aspects in the fields of NPD and innovation. You will be joined by other scholars, practitioners, consultants, and serious innovators involved in innovation thought leadership.


    To view registration options and pricing information for the 2017 Research Forum, please visit our Annual Conference registration page


    New this year! Student members are eligible for a 25% registration discount to attend the Research Forum only. Please contact PDMA registration to receive the discount code. This offer is available through September 29. 


    The 2017 Research Forum takes place on Saturday, November 11 and Sunday, November 12, 2017. A tentative version of the Research Forum schedule is below.

    Saturday, November 11, 2017
    7:30 am - 7:00 pm Registration
    8:00 am - 8:30 am Research Forum Networking Breakfast
    8:30 am - 9:00 am Welcome Remarks by the Research Forum Co-Chairs
    Regina McNally (Saint Xavier University) and Janell Townsend (Oakland University)
    9:00 am - 10:20 am Breakout Sessions

    Track 1
    • Crowdfunding in an Open Innovation Environment: Financing Capital vs.Creating Customer Base for Small Business Ventures, by Mohammad Hossein Tajvarpour and Ashish Pujari
    • Crowdfunding Technological Innovations: Consumer Benefits as the First Impression, by Haisu Zhang and Weizhi Chen
    • 2016 Doctoral Dissertation Proposal Competition Finalist, by Lidan Xu
    • Rewards-based Crowdfunding for Product Innovation: Building Community, Gaining User insights, and Validating Value Propositions, by Gary Schirr

    Track 2

    • Co-Development Partnership Structures and New Product Success, by John Ettlie
    • Designing the Set of Buckets in an R&D Portfolio for Strategic Alignment, by Leonardo Santiago and Veronica Mariana Oliveira Soares
    • Exploring Co-Branded New Product Strategy in a B2B Context: Brand Fit, Product Fit, and Product Newness to Firm, by Dan Zhang and Hao Tang
    • Supplier Clusters and Innovation, by Rajani Ganesh Pillai and Vishal Bindroo
    10:20 am - 10:40 am Research Forum Refreshment Break 
    10:40 am - 12:00 pm Breakout Sessions

    Track 1
    • 2016 Doctoral Dissertation Proposal Competition - Winning Proposal, by Amalesh Sharma
    • Affordable Value Innovations for Emerging Markets: Study in Indonesia, by Ardes Ardes, Pepey Riawati Kurnia and Bonifasius Gilang
    • Benefits of Bricolage and Ties in NPD at the Base of the Pyramid Market, by Hailu Getnet, Aron O’Cass, Hormoz Ahmadi and Vide Siahtiri
    • Cultural Distance and Its Impact on Cross-Country Innovation Diffusion: Insights from the Packaged Food Industry, by Verdiana Giannetti and Gaia Rubera

    Track 2

    • Annoyance and Anticipated Regret: Facilitator or Barrier to Digital Update Adoption? by Yazhen Xiao and Jelena Spanjol
    • Individual Development Performance After Being Acquired: Evidence for Social Capital Effect from Semiconductor Industry, by Fumiaki Nakamura and Koichi Nakagawa
    • Search Across Dual Landscapes: The Impact of Knowledge Transfer and Learning, by Josue Reynoso and M. V. Shyam Kumar
    • The Effect of Product Design and Creativity on New Product Adoption Behavior: The Moderating Role of Communication Processes, by Sungyun Park and Subin Im
    12:00 pm - 1:00 pm  Research Forum Networking Lunch
    1:00 pm - 2:20 pm Breakout Sessions

    Track 1
    • Antecedents and Consequences of New Product Creativity from the Regional View, by Cheryl Nakata, Subin Im, Jae H. Pae, Hyun Jung Lee and Naoto Onzo
    • Commonalities in Classic Product Designs, by Jeffrey Durgee and Garo Agopian
    • Dynamic Capability, Marketing Capability and Operations Capability on Firm Performance: A Longitudinal Study, by Jifeng Mu
    • When Adaption Promotes Creativity: The Role of Task Constraints and Intuiting, by Helene Doms, Matthias Weiss and Martin Hoegl

    Special Session 1: Contemporary Tools in Teaching NPD

    Part 1: Marketing Engineering and Analytics
    Presented by Professor Arvind Rangaswamy (Pennsylvania State University)

    Marketing Engineering is a combination of textbooks, software, and business cases developed and written by Professors Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn. Professor Rangaswamy will introduce the Principles of Marketing Engineering textbook and software as a solution for instructors interested in introducing analytics into their classroom.

    Part 2: The Value of NPDP Certification for Faculty and Students

    More information coming soon!

    2:20 pm - 2:35 pm Research Forum Refreshment Break
    2:35 pm - 3:55 pm Breakout Sessions

    Track 1
    • Breaking Social Conformity Pressure through Functional Diversity: Individual Creativity of Strong-Tied NPD Team Members, by Gerrit Jochims and Achim Walter
    • Comparing Similarity of Patent Textual Data through the Application of Unsupervised Machine Learning, by Salvator C. Immordino and Michael J. Scott
    • How Team Organization of Design Patent Creators Affects Consumer Design Evaluation? An Empirical Analysis of Automobile Industry, by Sotaro Katsumata, Atsushi Akiike and Tohru Yoshioka-Kobayashi
    • The Effects of Team Diversity, Rewards, and Process on Creativity, by Felix Flores, Jing Chen, Binh Nguyen and Gary Frankwick

    Special Session 2: Resilience and Innovation
    Presented by Petra de Weerd-Nederhof (University of Twente), Marjolein C.J. Caniëls (Open University of the Netherlands), Peter R.A. Oeij (TNO Innovation for Life – Dutch RTO in Applied Scientific Research), and Isabella Hatak (University of Twente)

    This special session will provide insights on how resilience influences various aspects of the innovative organization and how organizational forms can be made more resilient specifically in the light of innovation performance in New Product Development.

    1. Organizational Learning and Resilience: How Different Proactive Behaviors Are Linked to Employee Resilience - Marjolein C.J. Caniëls and Simone M.J. Baaten
    2. Resilient Behaviour in Innovation Teams for Better Project Results - Peter R.A. Oeij
    3. Organizational Resilience in a VUCA World: The Interplay of Leadership and Personality Characteristics - Isabella Hatak and Michel Ehrenhard
    3:55 pm - 4:10 pm  Research Forum Networking Break
    4:10 pm - 5:30 pm Breakout Sessions

    Track 1
    • New Product Development Forecast Behavior, Accuracy and Career Concerns, by Maximilian Weiss
    • Pursuing B-Corp Certification: Implications on Firms' Entrepreneurial Orientation, by Rosanna Garcia, Jeffery M. Pollack and Timothy L. Michaelis
    • The Role of Seasoned Equity Offerings on Firm’s Strategic Emphasis, by Nithya Shankar and Juhi Bhardwaj
    • The Double-Edged Sword of Stakeholder Involvement in NPD: the Effects of Involvement and Capabilities on Financial and Operational Performance, by María Vaquero Martín, Sebastian Gurtner and Ronny Reinhardt

    Special Session 3: Experimental Research in New Product Development and Innovation -Opportunities and Challenges
    Presented by Sebastian Gurtner (Bern University of Applied Sciences, Switzerland) and Jelena Spanjol, (Ludwig-Maximilians-Universität München, Germany)

    Panel Moderator: David Gal (University of Illinois at Chicago)

    This session is designed to foster the effective deployment of experimental research in NPD/innovation research (across organizational and customer/consumer settings) and to share experiences regarding the research process and outcomes.

    1. The High-End Bias: An Irrational Preference of Decision Makers for High-End over Low-End Innovations – Ronny Reinhardt (Friedrich-Schiller-University Jena), Sebastian Gurtner (Bern University of Applied Sciences), Jake Hoskins (Westminster College), and Abbie Griffin (University of Utah)
    2. Using Experiments to Understand the Interaction between Brands and Customers in the Co-Creation Process – Yuna Kim (California State University, Fullerton) and Rebecca J. Slotegraaf (Indiana University)
    3. The Effect of Objective versus Feelings-Based Mental Imagery on New Product Ideation – Ravi Mehta (University of Illinois at Urbana-Champaign)
    4. Fear and Anger in New Product Adoption – Nadine Hietschold (University of Zurich), Sebastian Gurtner (Bern University of Applied Sciences), and Jelena Spanjol (LMU Munich) 

    Special Session 4: 2017 PDMA-UNH Innovation Doctoral Consortium Winner and Comparative Assessment Study (CPAS)

    2017 PDMA-UNH Innovation Doctoral Consortium Winner (4:10 pm - 4:30 pm)

    "New Product Purchases: Customer Learning in E-commerce," by Yufei Zhang

    CPAS Study (4:30 pm - 5:30 pm)

    Presented by Hyunjung Lee (North Carolina State University), Stephen Markham (North Carolina State University), Abbie Griffin (University of Utah), Sally Kay (Strategic Product Development), Allan Anderson (Massey University), and Tim Michaelis (North Carolina State University).

    PDMA has conducted a series of best practices studies on NPD since 1990. In 2017, the PDMA Foundation launched the 5th round of the study, and this special session shares a description of the progress and future plans for CPAS. The goal is to enable PDMA’s community of NPD scholars to understand and participate in the study.   

    5:30 pm - 7:30 pm  Research Forum Reception, Poster Presentations, and Awards Ceremony

    Poster Presentations
    • Client Dependence and Vendor Innovation: The Moderating Role of Organizational Culture, by Shanthi Gopalakrishnan and Haisu Zhang
    • Establishing a Breakthrough Innovation Capability: The Case of SE Denmark, by Garo Agopian and Gina O'Connor
    • First Movers versus Followers in B-Corporations, by Patrick Reynolds, Victor Perotti and John Ettlie
    • Legitimacy by Design: The Case of the Emerging Cannabis Industry, by Sarah Wilner, Aimee Dinnin Huff, Ashlee Humphreys, and Asfiya Taji
    • Mastery versus Performance Climate: The Two Faces of Collaboration for Innovation Project Success, by Marjolein Caniels and Neeltje van Loon
    • New Product Development: The Role of Best Practices and SOAR in Predicting New Product Success, by Emil Jon Schnellbacher
    • Organizational Ambiguity Tolerance in an Innovation Project, by Manabu Miyao, Takahiro Endo and Lois Peters
    • Sequential Ambidexterity in Practice: A Longitudinal Study on Shifts from Exploration to Exploitation and Vice Versa, by Matthias de Visser, Dries Faems, Klaasjan Visscher and Petra de Weerd-Nederhof
    • Shedding Light on the Mechanism of Product Design Elements and the Antecedent Factors in Product Development, by Hitoshi Iwashita, Daisuke Ishida, Susumu Ohira, Taku Togawa and Naoto Onzo
    • Subjective Evaluation of Technologies: The Case of the Japanese Animation Industry, by Takeyasu Ichikohji
    • What Motivates Consumers to Buy Environment-friendly Product Innovations? by Marjolein Caniels and Waheed Bhatti
    Sunday, November 12, 2017
    8:00 am - 6:30 pm Registration
    8:30 am - 9:00 am  Research Forum Networking Breakfast
    9:00 am - 10:20 am Breakout Sessions

    Track 1
    • Competitive Positioning as a Predictive Factor of Explorative and Exploitative Technological Acquisitions: Evidence from the Semiconductor Industry, by Koichi Nakagawa and Masao Nakaya
    • Doing More with Less: Assessing Customer Interest and Willingness-to-Pay in Early Stage New Product Development, by Bob Rayner, Jeff Dietrich, Caitlin Shea, David Keen, Brian Mantel, and Lawrence Manuel
    • Opportunity Recognition in Emerging Industries: The Influence of Market and Technology Trajectories on Product Strategy, by Josue Reynoso, Kenneth L. Simons, and Gina Colarelli O'Connor
    • Senseshaping: How product managers act as agents of innovation in the new product development process, by Varun Nagaraj

    Special Session 5: Use of Makerspaces in NPD Education
    Presented by Minu Kumar (San Francisco State), Aric Rindfleisch (University of Illinois), Vishal Sachdev (University of Illinois), and Subin Im (Yonsei Business School)

    As the skills needed to develop new products and services in the marketplace changes rapidly, the textbooks and classes on the subject have not kept pace with these changes. For example, with the popularization of methodologies such as design-thinking and rapid prototyping taking firm roots in many organizations, the traditional boundaries between marketing, engineering, and design and their world-views are slowly dissolving. This is especially true in the realm of start-up companies. Students of the subject have to be exposed skills from multiple disciplines beyond business and marketing. The purpose of this special panel session is to take a look at how Makerspaces can provide the primordial atmosphere, tools, and know how for the development of such multidisciplinary skills required by the contemporary marketplace.

    10:20 am - 10:40 am Research Forum Refreshment Break
    10:40 am - 12:00 pm Breakout Sessions

    Track 1
    • Challenges in Eco-innovation Co-creation Processes: Lessons from a Maritime Innovation Network, by Rosanna Garcia, Karin Wigger and Roberto Rivas Hermann
    • Innovation Among IT Managers, by Smitha Nair and Kishore Pillai
    • Servitization Strategies and the Conflict with the Business Model: the Case of Global Equipment Producers, by Thomas Frandsen, Per Stjernqvist and Christer Karlsson
    • The Relationship between Variety and New Product Development in Multi-Partner Alliances: The Moderating Effect of Power Asymmetry, by Tamara Oukes, Aard Groen, Peter Geurts and Ariane von Raesfeld

    Special Session 6: University-Industry Collaboration Management Challenges, Success Factors and Performance Impacts of University-Industry Collaborations - Recent Empirical Findings and Future Research Avenues

    Academic Panelists: Carsten Schultz (Kiel University, Germany), Ludwig Bstieler (University of New Hampshire), and Soeren Salomo (DTU -Technical University of Denmark)

    Industry Panelists: Daniel Jonas (Campana & Schott, Management and Technology Consultancy) and Samantha Melchiori, Digital and Analytics Site Director at Caterpillar

    Collaboration with scientific partners lies at the foundation of innovation, competitiveness, and growth of firms. Yet, firms face various challenges in this collaboration and clear empirical evidence on the success factors of university-industry collaborations is still sparse. The panel will engage academics and managers in a discussion about trends, challenges, and instruments of the management of university-industry collaborations. 

    12:00 pm - 1:00 pm Research Forum Closing Remarks and Lunch 
    1:00 pm - 2:30 pm

    Bridge Session: Leveraging R&D through University-Industry Collaborations for Innovation Insights

    Budgets and time are tight, and deliverables are increasing – how do you manage? Open innovation, especially collaborating with universities, can deliver by extending your research budget and opening the door to new and effective research opportunities. Come learn first-hand from an incredible case study about how they navigated the potential pitfalls of university-industry collaborations to identify great new ideas.


    "Open Innovation Academic Research Priorities," by Dr. Gloria Barczak, Editor of the Journal of Product Innovation Management (JPIM)

    University-Industry Collaboration Case Study and Q&A

    “Revenue Generation from Student-Created IP"

    How Caterpillar’s relationship with UIC grew from an interdisciplinary product development course to pushing beyond ideas through actual intellectual property development and other revenue-generating ideas to answer Cat’s burning question: How can digital technology enhance not just an individual machine but the way an entire job site functions?

    Industry Collaborator: Ms. Samantha Melchiori, Digital and Analytics Site Director at Caterpillar

    University Collaborator: Mr. Don Bergh, Co-Leader of the Caterpillar Research Lab at the University of Illinois at Chicago Innovation Center

    Please visit our 2017 Annual Conference schedule to see an overview of events taking place at the annual conference from Sunday, November 12 through Wednesday, November 15.


    Please contact the 2017 Research Forum Co-Chairs (Gina McNally and Janell Townsend) or PDMA Headquarters at

    Senseshaping: How product managers act as agents of innovation in the new product development process

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