TY - GEN
T1 - Overcoming the keep the market out premise (Kmop) in product development
AU - Lang, A.
AU - Kirschner, R.
AU - Kain, A.
AU - Lindemann, U.
PY - 2011
Y1 - 2011
N2 - Even though market research methods including Open Innovation tools and techniques have improved, most companies have not managed to decrease their flop rate of newly developed products in recent years. As customers we all recognize B2C products, which might mainly have that problem, but flop rates which do not decrease also count for companies, which are active on B2B and B2C markets. For the market information collected, here referred to as market intelligence, it seems to be difficult to move through the organization from the collector - mainly the marketing department - to the R&D department, where developers should use the information in order to develop products, the market is waiting for. What mechanism or tool could this "Keeping the market out premise - Kmop" under which the R&D departments of most companies still develop product help to overcome? Through a qualitative study - focusing on market pull - within 5 internationally operating German companies between 2008 and 2010, the aspects of Kmop were identified, clustered in focus areas and a first concept to overcome the barrier between Market Intelligence and Product Development is proposed.
AB - Even though market research methods including Open Innovation tools and techniques have improved, most companies have not managed to decrease their flop rate of newly developed products in recent years. As customers we all recognize B2C products, which might mainly have that problem, but flop rates which do not decrease also count for companies, which are active on B2B and B2C markets. For the market information collected, here referred to as market intelligence, it seems to be difficult to move through the organization from the collector - mainly the marketing department - to the R&D department, where developers should use the information in order to develop products, the market is waiting for. What mechanism or tool could this "Keeping the market out premise - Kmop" under which the R&D departments of most companies still develop product help to overcome? Through a qualitative study - focusing on market pull - within 5 internationally operating German companies between 2008 and 2010, the aspects of Kmop were identified, clustered in focus areas and a first concept to overcome the barrier between Market Intelligence and Product Development is proposed.
KW - Customer integration in product development process
KW - Keep the market out premise (Kmop)
KW - Market pull
KW - Not invented here syndrome
UR - http://www.scopus.com/inward/record.url?scp=84858853007&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84858853007
SN - 9781904670230
T3 - ICED 11 - 18th International Conference on Engineering Design - Impacting Society Through Engineering Design
SP - 346
EP - 353
BT - ICED 11 - 18th International Conference on Engineering Design - Impacting Society Through Engineering Design
T2 - 18th International Conference on Engineering Design, ICED 11
Y2 - 15 August 2011 through 18 August 2011
ER -