The present bachelor thesis aimes to make a systematic literature review on customer integration in the new product development process because no similar literature review on this topic has been available thus far. After explaining some theoretical background on innovation and customer engagement as a preamble of customer integration in the marketing theory, the research method was described, and the results were presented.
There is also an explanation of reasons why customer integration is useful and rational and nowadays not a rare occurrence anymore. As results of the systematic review, different instruments on customer integration in the new product development were categorized and risks and benefits were mainly discussed. The implications of the thesis were that customer integration is beneficial at all, but a company has to evaluate possible risks and methods painstakingly.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Introduction
- Theoretical background
- Customer Engagement
- Innovation perspective
- Innovations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This bachelor thesis aims to conduct a systematic literature review on customer integration in the new product development process. It aims to understand the value and necessity of customer integration in today's business environment, particularly in the context of fast-moving industries. The research aims to categorize various instruments related to customer integration and analyze the associated risks and benefits.
- The importance of customer engagement (CE) and its role in enhancing corporate performance and competitive advantage.
- Customer integration (CI) as a crucial element of innovation processes and its impact on product development.
- The evolution of customer involvement in new product development (NPD) and the role of social media in facilitating this.
- The theoretical framework of customer engagement and its application to NPD.
- Different instruments, risks, and benefits associated with customer integration in NPD.
Zusammenfassung der Kapitel (Chapter Summaries)
- Abstract: Introduces the thesis's aim to provide a systematic literature review on customer integration in NPD, highlighting the lack of existing reviews on the subject. It outlines the research methodology and anticipated results, emphasizing the importance of customer integration in today's business landscape.
- Introduction: Discusses the increasing significance of customer engagement (CE) in marketing and its role in generating value through new product development. The chapter highlights the challenges faced by firms in managing product innovations, particularly in fast-paced industries, and underscores the importance of customer integration (CI) as a solution to these challenges.
- Theoretical background: Examines the concept of customer engagement (CE), exploring its roots in psychology and organizational behavior. It presents a comprehensive definition of CE by Brodie et al. (2011) and provides an overview of various definitions found in the literature. The chapter also delves into the relationship between CE and customer co-creation, explaining the role of customer participation in shaping the consumer-to-brand experience.
- Innovation perspective: Discusses the significance of innovation in today's market and how customer integration can contribute to it. The chapter explores various definitions of innovation from different scholars and emphasizes the importance of integrating customer feedback and insights into the NPD process.
Schlüsselwörter (Keywords)
The primary keywords and focus topics of this text include customer integration, customer engagement, new product development, innovation, co-creation, customer participation, and marketing theory. The research emphasizes the importance of understanding the dynamics of customer involvement in shaping successful product innovation strategies.
- Quote paper
- Nele Heubeck (Author), 2018, A systematic literature review on customer integration in the new product development process, Munich, GRIN Verlag, https://www.grin.com/document/539272
