Exploring customer definition and representation in market-driven NPD in ICT Industry
Jukka Majava, Jouko Nuottila, Harri Jouni Olavi Haapasalo, Kris M. Y. Law · PolyU Institutional Research Archive (Hong Kong Polytechnic University) · 2013
This paper studies product management and R&D managers’ views of customer definition and representation in market-driven NPD in ICT industry, when products are developed for a large number of customers. In market-driven context, the customers have different priorities and certain customers may even drive the efforts, but individual customers neither participate directly in the development nor dictate product functionality.