Hollywood wives revisited: a study of customer involvement in the XC90 project at Volvo Cars

Hollywood wives revisited: a study of customer involvement in the XC90 project at Volvo Cars This paper presents a case study of customer involvement in the XC90 project at Volvo Cars. A group of female customers in Southern California influenced the development of the XC90 by continuous involvement in the project. In a cost‐effective way, the project management team acquired a common understanding of the target customer, giving context to new product development decision‐making and eventually shaping the market offer. Customer interaction has been managed in a more subtle way than normally suggested by literature – tacit design by customer presence. The pragmatic and experimental approach to customer involvement used in the project complements conventional market research activities and is as associated with organisational innovation as it is with product innovation. This account of value co‐creation in the XC90 project offers guidelines for firms wanting to increase connectivity with customers in their new product development efforts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Innovation Management Emerald Publishing

Hollywood wives revisited: a study of customer involvement in the XC90 project at Volvo Cars

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1460-1060
DOI
10.1108/14601060410534384
Publisher site
See Article on Publisher Site

Abstract

This paper presents a case study of customer involvement in the XC90 project at Volvo Cars. A group of female customers in Southern California influenced the development of the XC90 by continuous involvement in the project. In a cost‐effective way, the project management team acquired a common understanding of the target customer, giving context to new product development decision‐making and eventually shaping the market offer. Customer interaction has been managed in a more subtle way than normally suggested by literature – tacit design by customer presence. The pragmatic and experimental approach to customer involvement used in the project complements conventional market research activities and is as associated with organisational innovation as it is with product innovation. This account of value co‐creation in the XC90 project offers guidelines for firms wanting to increase connectivity with customers in their new product development efforts.

Journal

European Journal of Innovation ManagementEmerald Publishing

Published: Jun 1, 2004

Keywords: Customer orientation; Market orientation; Product development

References

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