Customer-product interaction : a model for new product development in entrepreneurial firms
Coleman, E., Frederick, Howard and Mellalieu, P. 2006, Customer-product interaction : a model for new product development in entrepreneurial firms, in AGSE 2006 : Regional frontiers of entrepreneurship research 2006 : Proceedings of the 3rd Regional Frontiers of Entrepreneurship Research conference, 2006, AGSE, [Auckland, New Zealand].
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Customer-product interaction : a model for new product development in entrepreneurial firms
AGSE 2006 : Regional frontiers of entrepreneurship research 2006 : Proceedings of the 3rd Regional Frontiers of Entrepreneurship Research conference, 2006
Use of New Product Development (NPD) methods may benefit New Zealand SMEs and entrepreneurial firms in gaining greater market share. In this paper we review the literature on New Product Development, NPD theory and methods for early stage product design and development. Our reading suggests that product design has greater success when the customer is involved in the design effort. It also recommends methods of approach to new markets in the (NPD) life cycle. The literature further elucidates methods for identification of product design criteria based on customer needs identification. In essence, customer-product interaction in the early stages of product development is important to product success in new markets for entrepreneurial firms and SMEs. Of particular interest are early-stage NPD research methods and their influence on the company’s marketing strategy.
ISBN
9780855908171 0855908173
Language
eng
Field of Research
150304 Entrepreneurship
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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