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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]

 

Purpose       

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. 

Method

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. 

Conclusion 

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
Identifiers
URN: urn:nbn:se:hh:diva-26160OAI: oai:DiVA.org:hh-26160DiVA: diva2:734380
Subject / course
Economy
Supervisors
Examiners
Available from: 2014-07-17 Created: 2014-07-16 Last updated: 2014-07-17Bibliographically approved

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GranquistGrönesjö(988 kB)382 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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More styles
Language
  • de-DE
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  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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