Change search
ReferencesLink to record
Permanent link

Direct link
The balancing act of customer involvement for product innovation: - A case study of Electrolux and Volvo Cars
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]



The overall purpose is to describe how manufacturing companies involve customers in order to develop new innovations that meet customers’ needs, and furthermore illustrate how the customer involvement process can be managed. By investigating companies in similar industries where the degree of technology and pace of innovation is high, we clarify how, when and with who companies can engage activities for customer involvement. 


In this qualitative study, we use a deductive approach, where individual interviews were conducted in two case companies. 

Theoretical framework

In the theoretical framework we introduce the DART-model, in which building blocks of the interaction between companies and customers are treated. Connected to this, we discuss problems regarding transferring customer needs and receiving customer input. Furthermore we highlight conflicting methods of customer involvement, different types of customers to involve and different stages in which the interaction should take place. 

Empirical study

Empirical data were collected through personal interviews with six business managers at the headquarters of Electrolux and Volvo Cars. 


In contrary to the overwhelming literary hype of open innovation where companies are suggested to actively co-create value together with the customers, our findings indicate that companies learn proactively from passive customers in the early stages of the NPD-process to acquire unarticulated needs in order to create customer value. These are conscious decisions to avoid opening up the companies to the customers in terms of transparency and access. This subsequently accompanies the further process for how, when and who to involve, as the process goes from proactive towards stepwise more traditional reactive methods of customer involvement for product innovation 

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [en]
Customer Involvement, New Product Development, Voice-of-the-consumer, Co-Creation, Product Innovation.
National Category
Business Administration
URN: urn:nbn:se:hh:diva-26160OAI: diva2:734380
Subject / course
Available from: 2014-07-17 Created: 2014-07-16 Last updated: 2014-07-17Bibliographically approved

Open Access in DiVA

GranquistGrönesjö(988 kB)271 downloads
File information
File name FULLTEXT01.pdfFile size 988 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Granquist, ChristofferGrönesjö, Oscar
By organisation
School of Business and Engineering (SET)
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 271 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 321 hits
ReferencesLink to record
Permanent link

Direct link