Customer involvement in new product development

Stefan Lagrosen (Centre for Industrial Competitiveness, Växjö University, Växjö, Sweden)

European Journal of Innovation Management

ISSN: 1460-1060

Publication date: 1 December 2005

Abstract

Purpose

The purpose of the paper is to create an increased understanding of new product development processes concerning customer involvement. A relationship marketing perspective has provided the theoretical basis, allowing a new perspective.

Design/methodology/approach

A qualitative, multiple case study, based on in‐depth interviews in three small companies and three large, multinational enterprises has been carried out.

Findings

The findings indicate the value of cross‐functional teams and customer involvement. The use of formal methods for customer involvement, however, is found to be limited. Some creative ways of using cross‐functional teams in small companies are described.

Research limitations/implications

A framework for customer involvement in new product development, based on the levels of relationships, is proposed. This framework conceptualises the customer‐involvement options identified in earlier research, based on the levels of relationship as defined in relationship marketing theory.

Practical implications

The framework gives directions how product development in various levels of relations could be handled. The paper also gives examples of how to organise cross‐functional teams.

Originality/value

The framework developed in the paper is useful for the theoretical conceptualisation of the area. In addition, it provides a structured base for future studies.

Keywords

Citation

Lagrosen, S. (2005), "Customer involvement in new product development", European Journal of Innovation Management, Vol. 8 No. 4, pp. 424-436. https://doi.org/10.1108/14601060510627803

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.