Facilitating customer involvement into the decision-making process of concept generation and concept evaluation for new product development

Chih-Hsuan Wang*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Facilitating customer involvement into the decision-making process of concept generation and concept evaluation plays a vital role to achieve successful new product development. In particular, customer-preference based market segmentation could offer numerous business synergies, such as: (1) learning which product attributes are most critical to distinct segments, (2) identifying niche segments to assist an enterprise in generating design concepts, (3) helping product managers better predict customers' desires to effectively implement promotion plans for future market opportunities. In this study, a novel framework which integrates conjoint analysis with Kano model is proposed to address the aforementioned issues. By virtue of conjoint analysis, customer preference is initially formulated through their perceived importance degrees of critical attributes and the entire market is segmented accordingly. Thereafter, with respect to distinct segments, conjoint analysis is employed again to extract customer utilities of critical attributes while Kano model is used to elicit customer delight/disgust of optional attributes, respectively. Finally, a real case study on generating and evaluating various design alternatives of a smart-phone is demonstrated to validate our proposed approach.

Original languageEnglish
Title of host publication2012 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2012
PublisherIEEE Computer Society
Pages2068-2072
Number of pages5
ISBN (Print)9781467329453
DOIs
StatePublished - 1 Jan 2012
Event2012 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2012 - Hong Kong, China
Duration: 10 Dec 201213 Dec 2012

Publication series

NameIEEE International Conference on Industrial Engineering and Engineering Management
ISSN (Print)2157-3611
ISSN (Electronic)2157-362X

Conference

Conference2012 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2012
CountryChina
CityHong Kong
Period10/12/1213/12/12

Keywords

  • concept evaluation
  • concept generation
  • conjoint analysis
  • Kano model
  • preference segmentation

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  • Cite this

    Wang, C-H. (2012). Facilitating customer involvement into the decision-making process of concept generation and concept evaluation for new product development. In 2012 IEEE International Conference on Industrial Engineering and Engineering Management, IEEM 2012 (pp. 2068-2072). [6838110] (IEEE International Conference on Industrial Engineering and Engineering Management). IEEE Computer Society. https://doi.org/10.1109/IEEM.2012.6838110