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The Role of Consumer Insight in New Product Development and Its Impact on Supply Chain Management: A Swedish Case Study
University of Borås.
University of Skövde, The Virtual Systems Research Centre. University of Skövde, School of Technology and Society.
2010 (English)In: Innovative Process Optimization Methods in Logistics: Emerging trends, concepts and technologies / [ed] Thorsten Blecker, Wolfgang Kersten, Christian Lüthje, Berlin: Erich Schmidt Verlag, 2010, 113-126 p.Conference paper, (Refereed)
Abstract [en]

This paper seeks to explore how a profound consumer understanding may influence the early stages of a new product development (NPD) process. The issue is examined through a qualitative single case study combined with a literature review. The case study shows how the NPD process is structured and executed in a Swedish furniture company as well as the role consumer insight plays in that process. Empirical data have been collected mainly from in-depth interviews with persons representing senior and middle management in the case company. The research reveals that consumer oriented, cross-functional NPD in the case company has a strong impact on internal collaboration, and aligns the goals between different departments and functions within the company. Despite inefficiencies on departmental level, effectiveness on company level is achieved. Early indications show an expected growth in contribution margins by 8 percentage.

Place, publisher, year, edition, pages
Berlin: Erich Schmidt Verlag, 2010. 113-126 p.
Series
Operations and technology management, 13
Keyword [en]
Supply chain management, new product development, consumer insight, demand flow, concurrent design
National Category
Engineering and Technology
Research subject
Technology
Identifiers
URN: urn:nbn:se:his:diva-4876ISBN: 978-3-503-12683-5 ISBN: 3-503-12683-X OAI: oai:DiVA.org:his-4876DiVA: diva2:414787
Conference
Hamburg International Conference of Logistics 2010 (HICL 2010), Innovative Processes and Solutions in Logistics and SCM, 2-3 September 2010
Available from: 2011-05-04 Created: 2011-05-04 Last updated: 2013-09-06Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf