Project Team: Ms. Sarah Foley, Dr. Patrick Lynch ([email protected]), Dr. Mary T. Holden ([email protected])
This project was funded by the Irish Technology Research Strand 1 It had a lead time of 24 months, and was completed in September 2011.
The Project Aim
The aim of this research was to develop a managerial model that would maximise user involvement in the early stages of the new product development process to deliver innovative and appealing new product concepts. To achieve this, the following sub-objectives emitted:
• To identify enabling factors which allow for the involvement of lead users at the early stages of the new product development process;
• To identify the operational process for involving lead users;
• To identify the critical relational variables needed for lead user involvement;
• To examine the performance impact of interaction with lead users in early stages of the new product development process.
Methods
The extant literature on user involvement and relationship marketing were utilised as a starting point to develop an integrated framework for involving lead users in the early stages of the new product development process. In addition to the development of the conceptualised framework from the theory basis, data was gathered from a longitudinal study. Due to the nature of the research question, that is, the need to understand a real-life phenomenon in depth, as well as the fact that relatively little knowledge is available on the research topic, it was deemed appropriate to merge aspects from action research with a single interpretive case study approach. This approach allowed the research team to become actively involved with the phenomenon under research, hence, facilitating the gathering of a comprehensive collection of qualitative data on the actual interactions that occurred between the manufacturer and user during the early stages of the new product development process.
Engagement Activity
As this was an action research project utilising a single case site, the level and depth of the research team’s involvement and engagement in the process was very high and involved participation in the case companies new product development process.
Impact
The key findings of this research illustrated the importance of managing the complex relational dynamics inherent in a close collaborative manufacturer-user relationship. In addition, the findings clearly indicated that the involvement of users does not occur in a vacuum. Rather, the success of the collaboration is influenced by a number of enabling factors, which combine to influence the ways in which the manufacturer and user structure and manage their interactions. The findings further indicate that the benefits of such collaborations may only be enjoyed when the process is managed in an effective and efficient manner, thus the presence of an individual capable of coordinating the process is essential.
The main outcome of this research was the development of an integrated framework for managing user involvement at the early stages of the new product development process and in so doing, presented implementable guidelines that was subsequently used by other organisations to enhance the delivery of innovative and appealing new product concepts.
RIKON 2013.