Looks at recent product development literature which cites the improving but troubling success rates of newly introduced products and recommends integrating customer input as early as possible. Notes that, while companies have adopted cross‐functional product development teams, integrating customer input is uncommon. Suggests that, to increase product success consumers and other external information sources should be part of idea generation and should provide input throughout the rest of the product development process. Highlights several problems that exist which interfere with achieving that integration: many firms are not structured to gather, disseminate and exploit consumer preference data or their surrogates; and it is difficult to identify consumers who could provide ongoing interactive input. Reviews the relevant learning organization literature and relates it to the new product development process. Explores the successful lead user technique used in industrial marketing, describes its important components, and proposes a potentially useful extension ‐ boundary‐spanning product development teams. Describes boundary‐spanning product development teams which are composed of internal cross‐functional members and external members selected from suppliers, retailers and consumers.
Journal of Product & Brand Management – Emerald Publishing
Published: Dec 1, 1996
Keywords: Consumer behaviour; Literature; New product development; Teams
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera