Customer support and new product development ‐ An exploratory study

Keith Goffin (Cranfield School of Management, Cranfield, Bedford, UK)
Colin New (Cranfield School of Management, Cranfield, Bedford, UK)

International Journal of Operations & Production Management

ISSN: 0144-3577

Publication date: 1 March 2001

Abstract

Customer support is an essential element in the successful marketing of many products – from domestic appliances to high‐tech computer networks. Many aspects of support are strongly influenced by a product’s design and so customer support requirements should be evaluated during new product development. However, researchers have largely ignored the relationship between new product development and customer support. The current study addressed this gap by using case studies and a workshop, both conducted with leading companies, to identify how customer support is typically evaluated at the design stage and to determine the importance of this aspect of new product development. The results have implications for managers responsible for product innovation – they show the need to allocate adequate resources to integrating customer support requirements into new product development.

Keywords

Citation

Keith Goffin and Colin New (2001) "Customer support and new product development ‐ An exploratory study", International Journal of Operations & Production Management, Vol. 21 No. 3, pp. 275-301

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DOI

: https://doi.org/10.1108/01443570110364605

Publisher

:

MCB UP Ltd

Copyright © 2001, MCB UP Limited

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