Title: New Product Development and consumer culture: a review

Authors: Bijan Aryana; Casper Boks

Addresses: Department of Product Design, Norwegian University of Science and Technology, Produktdesign*333, Kolbjørn Hejes Vei 2B, 7491 Trondheim, Norway. ' Department of Product Design, Norwegian University of Science and Technology, Produktdesign*333, Kolbjørn Hejes Vei 2B, 7491 Trondheim, Norway

Abstract: This paper assesses how consumer culture has been addressed in New Product Development (NPD) literature. Based on a classification of NPD-related theories, a set of consumer-culture-related theories is used to identify and categorise relevant literature. User research is not found to be a core method used in the studied literature, and a large number of studies rely on secondary data. Most references study culture's role in the final phases of NPD when the characteristics of a product are defined, but a lack of guidelines for considering culture in the early phases of NPD was identified.

Keywords: NPD; new product development; evolutionary framework; consumer culture; globalisation; product diffusion; emerging markets; product adoption; user research; cultural models.

DOI: 10.1504/IJPD.2012.047354

International Journal of Product Development, 2012 Vol.16 No.1, pp.45 - 62

Received: 25 Apr 2011
Accepted: 25 Nov 2011

Published online: 15 Jun 2012 *

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