Designing a Customer Engagement Pattern in the New Product Development Process in the Country's Car Industry

Abstract

The purpose of this article is to provide a framework for the effective implementation of product development processes according to the wants and expectations of customers and its adaptation to organizational characteristics for the country's automotive industry. This research is a development one from the purpose side and in terms of the nature of the data and how it was collected through a kind of exploratory (qualitative - quantitative)based on research with a stage- gate product design approach: Exploring the most common methods of product development according to industry background and applications; Extracting new product development indices from customers' perspective; Adaptation of new product development indices to organizational characteristics and goals; Determination of indices affecting new product development and their ranking using content analysis techniques and exploratory focus group to extract research metrics. In the qualitative part, the sample size is nineteen experts and in the quantitative part, the sample size is 294 customers of three companies Iran Khodro, SAIPA and Pars Khodro. Based on the findings of this study, fifty indices were presented and analyzed in 11 themes and their descriptions as well as prioritizing new product development themes from a well-known customer and organization perspective.

Keywords

• new product development
• stage-gate approach
• automotive customer views
• automotive manufacturers view
• automotive industry