Using Norm Activation Theory to Predict External Participation Toward New Product Development Batakness Handwoven Ulos: A Proposed Conceptualization

In most of the studies about external participation in new product development, limited empirical research has been conducted on the utilization of the extended norm activation model to investigate external involvement in the process of developing a new product. This study took awareness of consequences, the ascription of responsibility, and personal norms of external participation in the development of the new product to broaden the norm activation mode to explore external participation to develop batakness handloom ulos. The purpose of this research is to investigate the role that external factors, such as customers, suppliers, and retailers play in the creation of new product outputs within the context of the investigation into the ideal development of the norm activation model. This research was qualitative in its approach. The conceptual framework for this study was developed through the use of a content analysis. References are made to the relevant body of literature, which contains summaries, implications, theoretical and practical contributions, as well as the limitations of the study. It is hoped that the findings will shed light on we analyze how participants’ engagement in the perspective of the norm activation theory may be affected by external participation in new product development batakness handwoven ulos.