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THE ROLE OF CONSUMER INFLUENCES IN THE NEW PRODUCT DEVELOPMENT OF PACKAGED FOOD AND BEVERAGE VENTURES

Published online by Cambridge University Press:  27 July 2021

Erika Maria Perttunen ,
Summer D. Jung ,
Senni Kirjavainen ,
Tua A. Bjürklund  and
Sohyeong Kim
Erika Maria Perttunen*
Affiliation:
Aalto University;
Summer D. Jung
Affiliation:
Stanford University
Senni Kirjavainen
Affiliation:
Aalto University;
Tua A. Bjürklund
Affiliation:
Aalto University;
Sohyeong Kim
Affiliation:
Stanford University
*
Perttunen, Erika Maria, Aalto University Department of Mechanical Engineering Finland, [email protected]

Abstract

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Understanding and applying consumers' needs in product development is key to success across various industries. The failure rate of new products, however, remains high because consumer demands are not adequately addressed. To investigate the role of consumers in the product development processes of small ventures, we conducted in-depth, semi-structured interviews of 40 packaged food and beverage small ventures in California and Finland. Our findings showed that consumers rarely drove the design of new products, but rather functioned as a source of validation or feedback for small improvements of existing products. Consumer feedback was often unstructured and concentrated in the latter stages of the product development process. However, even though customer involvement in the small ventures' product development was more restricted than recommended in cocreation literature their influence still brought meaningful changes to the products. Given the small ventures' lack of resources, future research on creative, low-cost ways to co-create is called for.

Keywords

New product developmentDesign processParticipatory design
Type
Article
Information
Proceedings of the Design Society , Volume 1: ICED21 , August 2021 , pp. 3111 - 3120
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2021. Published by Cambridge University Press

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