Contribution à l'étude de l'intégration du client dans la conduite de projets innovants

Abstract : In a turbulent and constantly changing environment, the customer has become the company's most important asset. Today, to outperform the market, a company must offer its customers better value than its rivals. Furthermore, customers have become less easy to satisfy and more unpredictable. They also seem to play a more active role in the product design process. These two points constitute the basis of our research work. We propose to answer the following question : "What can a firm do to integrate the customer in the product design process (NPD) in order to ensure a better acceptability by the market ?". The integration of customers in the NPD process constitutes the subject of our study. For this purpose, we carried out guidelines of customers implication practices that a firm can engage to integrate its customers in the product design process. We used this guidelines to investigate the impact of customers implication on the product acceptability by the market. We hypothesized that customers implication practices may be dependent on two dimensions : the different customers implication degrees and the different objectives followed to integrate them. Besides, we hypothesized that customers implication practices' effect on the product acceptability may depend on firms. Our substantive hypotheses were tested with data from a national survey of 47 companies, using statistical analysis by categorizing, MCA (Multiple Correspondence Analysis), and cross-classifying. These companies operate in 4 different technology fields, and are of various sizes ranging from SMEs to major groups. The results indicated that customers implication practices which suppose the most effective customer implication, are those allowing a better product acceptability by the market, as expected. This study offers important theoretical and managerial implications. It is one of the first to rely on customers implication guidelines as a basis for examining how customers integration practices engaged during the NPD process can moderate the product acceptability on qualitative outcomes. We provide new insights for managers to consider when and how integrating customers to improve the chances of an innovation project reaching a successful outcome.
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Pierre Krawtchenko. Contribution à l'étude de l'intégration du client dans la conduite de projets innovants. Autre. Institut National Polytechnique de Lorraine, 2004. Français. ⟨NNT : 2004INPL015N⟩. ⟨tel-01749753⟩

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