Designing a Customer Engagement Pattern in the New Product Development Process in the Country's Car Industry

Document Type : Original Article

Authors

1 Ph.D. Student, Shahid Beheshti University.

2 Professor, Shahid Beheshti University.

3 Associate Professor, Shahid Beheshti University.

4 Assistant Professor, Shahid Beheshti University.

Abstract

The purpose of this article is to provide a framework for the effective implementation of product development processes according to the wants and expectations of customers and its adaptation to organizational characteristics for the country's automotive industry. This research is a development  one from the purpose side  and in terms of the nature of the data and how it was collected through a kind of exploratory (qualitative - quantitative)based on research with a stage- gate product design approach: Exploring the most common methods of product development according to industry background and applications; Extracting new product development indices from customers' perspective; Adaptation of new product development indices to organizational characteristics and goals; Determination of indices affecting new product development and their ranking using content analysis techniques and exploratory focus group to extract research metrics. In the qualitative part, the sample size is nineteen experts and in the quantitative part, the sample size is 294 customers of three companies Iran Khodro, SAIPA and Pars Khodro. Based on the findings of this study, fifty indices were presented and analyzed in 11 themes and their descriptions as well as prioritizing new product development themes from a well-known customer and organization perspective.

Keywords

Main Subjects

References

  1.  Ismailpour, R. & Jabari, M. (2010). Exploring the new product development process from idea to market. 4th National Conference on Technology Management, Tehran, Iran.
  2.  Mamaghani, A.S.  Sarmad Saeedi, Q. & Kabazanghadim, A.D. (2013). Identification and ranking of key factors affecting new product development in SAIPA Automotive Group with AHP approach. Journal of Industrial Management Studies, 8(20), 167-194.
  3. Salimizaviyeh, S.W. (2016). Presenting a Method for Risk Management in New Product Development Process in Iranian Automotive Industry, Master thesis, Payame Noor University, Tehran PAYAME NOOR Center
  4. Changizi, H. (2017). Product Development. 2th International Conference on New Paradigms of Management, Innovation and Entrepreneurship, Teharn, Iran.
  5. Azizi, M. & Moghaddam, A. (2017). Providing a Model for Managing Technology Development Projects in the Iranian Oil and Gas Industry. Journal of Innovation Management. 5(1). 103-128.
  6.  Taghavifard, A.D. & Akhbar, M. (1386). New product development process, Tadbir Monthly. 18(184).
  7.  Daneshkoan, Hossein & Bidgoli, Mohammad Reza (2010). Product development projects and key success and failure factors. 4th Iranian National Conference on Technology Management Tehran, Iran
  8. Seyyed Hosseini, S.M., & Zaman, F. (2016). The Role of Organizational Areas in Managing New Product Development (Approach of Iranian Automotive Industries). Journal of Marketing Management, 9(24), 71-90.
  9.  Sarmad, Z., Bazargan, A.S. & Hejazi, A. (2015). Research methods in behavioral sciences, Agah Publications, Tehran. , Iran
  10.  Drazin, Robert (2012) .Professionals and Innovation: Confronting Task-Structural with Thinking and Fundamental Structuralism, Translated by: Mohammad Reza Hamidizadeh. Broadcasting Journal of the Islamic Republic of Iran, 11(66), 34-47.
  11. Hamidizadeh, M.R. (2010). Strategy to improve productivity of new product supply. Tadbir, 57-69.
  12.  Hamidizadeh, M.R. & Hosseinzadehshahri, M. (2006). Designing a model for identifying, evaluating, and determining strategic capabilities: A research in Iran KHODRO Company. Iranian Journal of Management Science, 1(4), 1-28.
  13. Wang, J., & Lin, Y. I. (2009). An overlapping process model to assess schedule risk for new product development. Computers & Industrial Engineering, 57(2), 460-474.
  14.  Wang, J., & Lin, Y. I. (2009). An overlapping process model to assess schedule risk for new product development. Computers & Industrial Engineering, 57(2), 460-474.
  15.  Cooper, R. G. (2006). Winning at new products: pathways to profitable innovation. In Proceedings Project Management Research Conference, Montreal, Canada.
  16. Krishnan, V., & Ulrich, K. T. (2001). Product development decisions: A review of the literature. Management science, 47(1), 1-21.
  17.  Marion, T. J., Friar, J. H., & Simpson, T. W. (2012). New product development practices and early stage firms: Two in‐depth case studies. Journal of Product Innovation Management, 29(4), 639-654.
  18.  Krishnan, V., & Ulrich, K. T. (2001). Product development decisions: A review of the literature. Management science, 47(1), 1-21.
  19. Nishikawa, H., Schreier, M., & Ogawa, S. (2013). User-generated versus designer-generated products: A performance assessment at Muji. International Journal of Research in Marketing, 30(2), 160-167.
  20. Freng Svendsen, M., Haugland, S. A., Grønhaug, K., & Hammervoll, T. (2011). Marketing strategy and customer involvement in product development. European Journal of Marketing, 45(4), 513-530.
  21.  Witell, L., Gustafsson, A., & D. Johnson, M. (2014). The effect of customer information during new product development on profits from goods and services. European Journal of Marketing, 48(9/10), 1709-
  22.  Chang, W., & Taylor, S. A. (2016). The effectiveness of customer participation in new product development: a meta-analysis. Journal of Marketing, 80(1), 47-64.
  23. Chang, W., & Taylor, S. (2016). Customer participation is no panacea for the development of new products. LSE Business Review.
  24. Morgan, T., Anokhin, S., & Wincent, J. (2017). Influence of Market Orientation on Absorptive Capacity: On the Bright and Dark Sides of Customer Participation in New Product Development—An Abstract. In Marketing at the Confluence between Entertainment and Analytics (pp. 413-413). Springer, Cham.
  25.  Lakhani, K. R., Wesley M. Cohen, K. Ingram, Tushar Kethalkar, Maxim Kuzemchemko, Santosh Malik, Cynthia Meyn, Greta Friar, & Stephanie H. Prkrywa (2014). Netflix: Designing the Netflix Prize (A), Harvard Business School Case 615-015, August.
  26.  Dyer, J. H., & Hatch, N. W. (2006). Relation‐specific capabilities and barriers to knowledge transfers: creating advantage through network relationships. Strategic management journal, 27(8), 701-719.
  27. Bonner, J. M. (2010). Customer interactivity and new product performance: Moderating effects of product newness and product embeddedness. Industrial Marketing Management, 39(3), 485-492.
  28.  Ganesan, S., Malter, A. J., & Rindfleisch, A. (2012). Does distance still matter? Geographic proximity and new product development. International Retail and Marketing Review, 8(1), 1-23.
  29.  Eric Boyd, D., Chandy, R. K., & Cunha Jr, M. (2010). When do chief marketing officers affect firm value? A customer power explanation. Journal of Marketing Research, 47(6), 1162-1176.
  30. Song, W., Ming, X., & Xu, Z. (2013). Risk evaluation of customer integration in new product development under uncertainty. Computers & Industrial Engineering, 65(3), 402-412.
  31.  Enkel, E., Kausch, C., & Gassmann, O. (2005). Managing the risk of customer integration. European Management Journal, 23(2), 203-213
  32.  Homayounfar, M., & Nahavandi, B. (2018). Designing a New Product Dynamic Model of Production with the Impact of Bass Release. Journal of Industrial Management Perspective, (29(1, 137-162 (In Persian).
  33.  Alam Tabriz, A., & Hamidizadeh, M. (2017). Model of New Product Manufacturing in the Automotive Industry. Journal of Industrial Management Perspective, (26(2, 33-51) In Persian).
  34.  Naeiji, M., & Panahifar, F. (2017). The Impact of Stakeholder Engagement in New Product Research and Development. Journal of Industrial Management Perspective, (27(3, 27-46) In Persian).
Journal of Industrial Management Perspective
Volume 9, Issue 3 - Serial Number 35
December 2019
Pages 195-228

Files

Share

How to cite

Statistics