Customer involvement in new product development process

• Main Author: Nguyen Dat, Anh
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2014
• Subjects: Innovation; Product Development; Prototype; Quality; Function; Deployment; Idea; Generation; NPD; Lead user
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34964

Purpose – Evaluate the four popular communication methods to involve customers in the NPD process from customers’ perspective (In this thesis, the four chosen communication methods are: Quality Function Deployment, Prototype, Idea Generation Activities and Lead-user Involvement). Design/Methodology/Approach – This is a quantitative research which used questionnaire to collect data. The questionnaire form is distributed online to respondents. Findings – The findings show the comparison between the four communication methods. The differences are measured and analyzed using measurement system from Zaichkowsky (1985) including: Interests, Needs and Values. Research Limitations – This thesis face limitation regarding the chosen sample. In addition to that language is also one of the major obstacles. Managerial Implications – The findings provide companies with evaluation regarding option for communication method to increase customer involvement degree. Originality/Value – This research is unique in a way that the author filtered the four most popular communication methods based on reviewed articles then conducted an evaluation on these methods. The evaluation is performed based on customers’ perspective which has not been done before. This thesis provides a new perspective on how firms should look at customers’ involvement.