Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/62523
Title: Customer needs in market-driven product development : product management and R&D standpoints
Authors: Law, KMY
Majava, J
Haapasalo, H
Keywords: Product development
New Product Development (NPD)
Product management
Customer need
Market-driven
Research and Development (R&D)
Stakeholder
Issue Date: 2014
Publisher: Scientific Research
Source: Technology and investments, 2014, v. 5, no. 1, p. 16-25 How to cite?
Journal: Technology and investments 
Abstract: Meeting customer needs is considered to be vital for new product success. This study explores customer need identification and related challenges in product management and research and development (R&D) in a mar-ket-driven context, where a large number of customers exist. This paper reviews the literature on customer inte-raction and needs in a product development context. Despite the rich literature, product management and R&D angle have not been sufficiently addressed. Thus, customer need identification and challenges from product management and R&D managers’ perspectives are studied in two new product development (NPD) projects: one in business-to-business (B2B) and the other in business-to-consumer (B2C) market. While differences between B2B and B2C markets exist, the results indicate that product management professionals must collaborate with various stakeholders and utilize many information sources to obtain and interpret diverging customer needs. Recommended practices for companies to tackle various customer-need related challenges include systematic ways of working, small cross-functional teams in product definition, and avoiding early handovers between product management and R&D. Besides internal collaboration, product management and R&D professionals should aim for some direct contact with selected external customers to clarify the real and project specific needs, and to build overall understanding about customers.
URI: http://hdl.handle.net/10397/62523
ISSN: 2150-4059 (print)
2150-4067 (eISSN)
DOI: 10.4236/ti.2014.51003
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

Page view(s)

5
Last Week
0
Last month
Checked on Apr 23, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.