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New Product Development and consumer culture: a review

Research output: Contribution to journalJournal article

Published
<mark>Journal publication date</mark>1/01/2012
<mark>Journal</mark>International Journal of Product Development
Issue number1
Volume16
Number of pages18
Pages (from-to)45-62
Publication StatusPublished
<mark>Original language</mark>English

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.