The contributions of netnography in new product development

Netnography has been studying in various aspects (e.g. definitions of netnography, application of netngoraphy, conducting procedure…) within different industrial contexts. Besides, there are many studies and researches about new product development in various perspectives, such as new product development models, management of new product development project, or interaction between customers and new product design, and so on. However, the connection and the interaction between netnography and new product development have not been studied recently. This opens opportunities for the writer to study and explore unrevealed issues regarding to applying netnography in new product development. In term of the relation between netnography and new product development, there are numerous of matters need to be explored; for instance, the process of applying netnography in order to benefit to new product development, the involvement degree of netnography in new product development process, or eliminating useless information from netnography so that only crucial data is utilized, and so on. In this thesis, writer focuses on exploring how netnography is applied in new product development process, and what benefits netnography can contribute to the succeed of the project. The aims of this study are to understand how netnography is conducted for new product development purpose, and to analyse the contributions of netnography in the new product development process. To do so, a case-study strategy will be conducted with triple case studies. The case studies are chosen bases on many different criteria in order to select the most relevant cases. Eventually, the writer selected three case studies, which are Sunless tanning product project (HYVE), Listerine (NetBase), and Nivea co-creation and netnography in black and white deodorant. The case study strategy applied in this thesis includes four steps e.g. case selection, data collection, case study analysis, and generating the research outcomes from the analysis. This study of the contributions of netnography in the new product development process may be useful for the readers in many ways. It offers the fundamental knowledge of netnography market research method and basic understanding of new product development process. Additionally, it emphasizes the differences between netnography and other market research methods in order to explain the reasons why many companies and market research agents recently utilized netnography in their market research projects. Furthermore, it highlights the contributions of netnography in the new product development process in order to indicate the importance of netnography in developing new product. Thus, the potential readers of the study can be students, marketers, researchers, product developers, or business managers.

Customer-driven service product development

This thesis studies customer-driven service product development and how to manage customer involvement in the service product development process. The theory part of this thesis is a literature review of the prior studies and the thesis also includes empirical evidence in the form of a case study about ABB.

Inventive design and product development of a mechanical element

The thesis is dedicated to enhancement and development of a Mechanism in Company X in order to increase its key parameters and approve its workability. Current Mechanism model is described in details. The basis of various analysis, models and theories that are reflecting the working process of the Mechanism are included in the thesis. According to these three directions of enhancements are chosen: from mechanical, tribological and conceptual points of view. As the result the list of improvements is presented. The new models of Mechanism are built. The efficiency and lifetime value are obtained in accordance with corresponding estimations. The comparative analysis confirms the necessity of conducted changes. Recommendations for the Company X specialists are represented in the thesis. Proposals for deeper research are also suggested.

Integration of marketing research data in new product development. Case study: Food industry company

The aim of this master’s thesis is to provide a real life example of how marketing research data is used by different functions in the NPD process. In order to achieve this goal, a case study in a company was implemented where gathering, analysis, distribution and synthesis of marketing research data in NPD were studied. The main research question was formulated as follows: How is marketing research data integrated and used by different company functions in the NPD process? The theory part of the master’s thesis was focused on the discussion of the marketing function role in NPD, use of marketing research particularly in the food industry, as well as issues related to the marketing/R&D interface during the NPD process. The empirical part of the master’s thesis was based on qualitative explanatory case study research. Individual in-depth interviews with company representatives, company documents and online research were used for data collection and analyzed through triangulation method. The empirical findings advocate that the most important marketing data sources at the concept generation stage of NPD are: global trends monitoring, retailing audit and consumers insights. These data sets are crucial for establishing the potential of the product on the market and defining the desired features for the new product to be developed. The findings also suggest the example of successful crossfunctional communication during the NPD process with formal and informal communication patterns. General managerial recommendations are given on the integration in NPD of a strategy, process, continuous improvement, and motivated cross-functional product development teams.

Consumer-led new product development. Case: Dairy Industry

This thesis focuses on consolidation the recommendations on the integration of consumer in new product development (NPD) given in the academic literature, and on the example of the three NPD projects in the case company. The empirical findings advocate that the case company fulfills the principles of consumer-led NPD, and it is only one-step away of the full consumer empowerment strategy. Therefore, its NPD can be seen as an example of consumer-led NPD implementation. The findings also suggest that the product can be developed in consumer-led way regardless of the source of an idea (product- or need-driven), the target audience and resources assigned, in case when consumer mindset is integrated on all levels of organisation: strategic, cultural, operational and process. It is possible with top-management commitment, internal consumer research group, and the sophisticated consumer research methods. The specific managerial recommendations are given on developing consumer-led culture, strategy, NPD process and the appropriate consumer research methods and techniques.

Uuden teknologiayrityksen kärkikäyttäjälähtöinen tuotekonseptointi

Työssä haluttiin tuottaa tietoa päätöksenteon tueksi tuotesuunnittelun tarpeisiin sekä vähentää päätöksentekoon liittyvää epävarmuutta. Koska kiinteistöautomaatio oli nähty erityisen kiinnostavana alueena, haluttiin ensinnäkin tietoa siitä, mitkä tekijät lisäävät järjestelmien kysyntää. Toiseksi tarvittiin esimerkkejä eli konsepteja siitä, millaisiksi uusiksi tuotteiksi teknologiset mahdollisuudet ja markkinoiden haasteet voivat konkretisoitua. Teoriatarkastelussa saatiin tunnistettua viisi kiinteistöautomaatiojärjestelmien kysyntää lisäävää päätekijää: teknologioiden ja palveluiden kehitys, ilmastonmuutos ja energiavarojen väheneminen, kulttuurimuutokset, muutokset koko arvoketjussa sekä valtion toimet. Kysyntää lisäävät syyt jaettiin edelleen makrotrendeihin sekä niitä seuraaviin mikrotrendeihin. Varsinaisessa kärkikäyttäjätutkimuksessa kehitettiin tunnistamattomiin käyttäjätarpeisiin perustuen kolme tuotekonseptia: kiinteistöautomaatiojärjestelmä, vedenlaadun tarkkailujärjestelmä sekä murtohälytysjärjestelmä. Kaikki näistä perustuvat samaan tuotealustaan. Kiinteistöautomaatiojärjestelmä soveltuu kiinteistöjen kokonaisvaltaiseen ja helppokäyttöiseen ohjaukseen sekä energiasäästöjen saavuttamiseen. Tuote räätälöidään erikseen jokaiseen kohteeseen lukuun ottamatta esimerkiksi valmistalojen yhteydessä toimitettavia vakiopaketteja. Vedenlaadun tarkkailujärjestelmä soveltuu puolestaan tilanteisiin, joissa tarvitaan nopea todennus veden puhtaudesta, mutta joissa epäpuhtauksien välitön erittely ei ole tarpeellista. Tuote sopii esimerkiksi kaivos- ja paperiteollisuusyritysten käyttöön. Kolmatta tuotekonseptia, murtohälytysjärjestelmää, voidaan hyödyntää useassa eri kohteessa samanaikaisesti. Järjestelmä on kylmyyden- ja kosteudenkestävä ja sen ensisijaisia käyttökohteita ovat vapaa-ajan asunnot, veneet sekä matkailuautot ja -vaunut.

Development of Collaborative Product Structure Management

The purpose of this thesis is to develop an environment or network that enables effective collaborative product structure management among stakeholders in each unit, throughout the entire product lifecycle and product data management. This thesis uses framework models as an approach to the problem. Framework model methods for development of collaborative product structure management are proposed in this study, there are three unique models depicted to support collaborative product structure management: organization model, process model and product model. In the organization model, the formation of product data management system (eDSTAT) key user network is specified. In the process model, development is based on the case company’s product development matrix. In the product model framework, product model management, product knowledge management and design knowledge management are defined as development tools and collaboration is based on web-based product structure management. Collaborative management is executed using all these approaches. A case study from an actual project at the case company is presented as an implementation; this is to verify the models’ applicability. A computer assisted design tool and the web-based product structure manager, have been used as tools of this collaboration with the support of the key user. The current PDM system, eDSTAT, is used as a piloting case for key user role. The result of this development is that the role of key user as a collaboration channel is defined and established. The key user is able to provide one on one support for the elevator projects. Also the management activities are improved through the application of process workflow by following criteria for each project milestone. The development shows effectiveness of product structure management in product lifecycle, improved production process by eliminating barriers (e.g. improvement of two-way communication) during design phase and production phase. The key user role is applicable on a global scale in the company.

Intranetin ylläpitoprosessin kehittäminen

Työn tavoitteena on tutkia intranetin ylläpitoprosessien merkitystä sisäisen viestinnän, tiedonhallinnan ja käytettävyyden kannalta. Työn kirjallisuusosuuden tavoitteena on tutustua yrityksen sisäisen viestinnän eri tekijöihin, tavoitteisiin, merkityksiin ja menetelmiin. Intranetin roolia organisaation kontekstissa tarkastellaan näkökulmista: organisaatio, tieto organisaatiossa, organisaatioiden sisäinen viestintä ja viestintäteknologian keinot sisäiseen viestintään. Kirjallisuusosan toisena tavoitteena on tutustua käyttäjäkeskeisen suunnittelun lähtökohtiin ja malleihin. Nykypäivän tuotteissa käyttäjäkeskeisyys on itsestään selvää, ja se otetaankin huomioon jo tuotesuunnittelun alkuvaiheista lähtien. Työssä tutustutaan kolmeen käyttäjäkeskeisen suunnittelun prosessimalliin: ISO 13407 –prosessimalli, Usability engineering lifecycle ja vaatimusmäärittelyn spiraalimalli. Työssä esitellään myös käyttäjäkeskeisen vaatimusmäärittelyn toteuttamiseen liittyviä vaiheita, tekijöitä ja toimenpiteitä. Työn käytännönosuudessa tarkastellaan case-yrityksen intranet-palvelun nykytilannetta ja kuvataan nykyinen ylläpitoprosessi ja sen ongelmakohdat. Työn tavoitteena on pohtia ratkaisuja näihin ongelmiin. Käytännössä tämä tarkoittaa intranetin vaatimusmäärittelyn tekemistä, jonka pohjalta voidaan tunnistaa kehityskohteet ja tehdä suunnitelma toimintojen kehittämisestä. Työn lopputuloksena saadaan prosessien kuvaus, joilla ylläpito hoituu parhaiten.

Product Platform Development from the Product Lines' Perspective: Case of Switching Platform

In the era of fast product development and customized product requirements, the concept of product platform has proven its power in practice. The product platform approach has enabledcompanies to increase the speed of product introductions while simultaneously benefit from efficiency and effectiveness in the development and production activities. The product platforms are technological bases, which can be used to develop several derivative products, and hence, the differentiation can be pushed closer to the product introduction. The product platform development has some specific features, which differ somewhat from the product development of single products. The time horizon is longer, since the product platform¿slife cycle is longer than individual product's. The long time-horizon also proposes higher market risks and the use of new technologies increases the technological risks involved. The end-customer interface might be far away, but there is not a lack of needs aimed at the product platforms ¿ in fact, the product platform development is very much balancing between the varying needs set to it by thederivative products. This dissertation concentrated on product platform development from the internal product lines' perspective of a singlecase. Altogether six product platform development factors were identified: 'Strategic and business fit of product platform', 'Project communication and deliverables', 'Cooperation with product platform development', 'Innovativeness of product platform architecture and features', 'Reliability and quality of product platform', and 'Promised schedules and final product platform meeting the needs'. From the six factors, three were found to influence quite strongly the overall satisfaction, namely 'Strategic and business fit of product platform', 'Reliability and quality of product platform', and 'Promised schedules and final product platform meeting the needs'. Hence, these three factors might be the ones a new product platform development unit should concentrate first in order to satisfy their closest customers, the product lines. The 'Project communication and deliverables' and 'Innovativeness of product platform architecture and features' were weaker contributors to the overall satisfaction. Overall, the factors explained quite well the satisfaction of the product lines with product platform development. Along the research, several interesting aspects about the very basic nature of the product platform development were found. The long time horizon of the product platform development caused challenges in the area of strategic fIT - a conflict between the short-term requirements and long term needs. The fact that a product platform was used as basis of several derivative products resulted into varying needs, and hence the match with the needs and the strategies. The opinions, that the releases of the larger product lines were given higher priorities, give an interesting contribution to the strategy theory of powerand politics. The varying needs of the product lines, the strengths of them as well as large number of concurrent releases set requirements to prioritization. Hence, the research showed the complicated nature of the product platform development in the case unIT - the very basic nature of the product platform development might be its strength (gaining efficiency and effectiveness in product development and product launches) but also the biggest challenge (developing products to meet several needs). As a single case study, the results of this research are not directly generalizable to all the product platform development activities. Instead, the research serves best as a starting point for additional research as well as gives some insights about the factors and challengesof one product development unit.