Abstract
Purpose: The purpose of this paper is to identify risk factors that caused by customer collaboration in new product development systematically, and propose an approach to judge which risk factors are critical and catch substantial attention. Design/methodology/approach: This study identifies risk factors according to the results of case studies of enterprises in china. On this basis, an improved rough number approach is put forward to evaluate the importance of risk factors. Findings: F irstly, classif y risk factors into three aspects. Then, present a risk factor set, which include thirty-seven risk factors. At last, determine which risk factors are critical by using an improved rough number approach. Originality/value: Considering there are few researches studying comprehensive risk factors of customer collaboration and assessing them, this paper explores a risk factor set of customer collaboration in product development stage, and proposes a novel approach, which can help to solve the problem of subjective, vague and lack of prior information of evaluation, to evaluate risk factors.
Highlights
Customer collaboration in product development is an approach, which can bring many advantages for the product development (Djelassi & Decoopman, 2013) to develop new products (Büyüközkan & Arsenyan, 2012)
The purpose of this study is to identify possible risk factors that may lead to bad effects to product development, and propose an approach, which can help to solve the problem of subjective, vague and lack of prior information of evaluation, to evaluate risk factors
Based on the above analysis, we summarize the characteristics of IRN approach to evaluate the importance of risk factors of customer collaboration in product development
Summary
Customer collaboration in product development is an approach, which can bring many advantages for the product development (Djelassi & Decoopman, 2013) to develop new products (Büyüközkan & Arsenyan, 2012) It has considerable risks (Kausch, 2007). Enkel, Kausch and Gassmann (2005) provided a detailed description of the various risks and offered advice on how to minimize them These risks include loss of know-how, dependence on customers’ view, dependence on customers’ demands or personality etc. Song, Ming and Xu (2013) divided risk of customer collaboration into organization risk, capacity risk, knowledge risk, and market risk respectively They listed some risk factors in these five categories. Customers may devote their efforts to improving exist product to meeting their needs and expectations, not to developing a radical innovation product (Leonard, 2002). Kausch (2007) pointed out the damage of relationship between enterprises and key customers due to that the new product do not fulfill these customers’ needs
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