| abstract |
| Over the last few years, many marketing researchers have been attracted by the subject of co-operation between consumers and enterprises in the design of new products and services development (Cavallone and Cassia, 2012).
However, most of new product development fails; it does so not due to lack of advanced technology, but because of a failure to understand users` need (von Hippel, 2005). Concept of collaboration strategy (e.g. co-creation, co-innovation and co-design etc.) occurs more in practical business fields but definition has been equivocal also in literature has had conflicting. In particular, co-design is not a single approach but takes a wide variety of forms. As organisations increasingly team up with stakeholders to innovate, they confront critical and complex choices about whom to join forces with and how to share power with them.
Thus, this research will uncover a variety of different forms of co-design, ranging from enhanced customer sensing techniques embedded within largely enterprise-driven NPD processes to open source innovation occurring beyond the boundaries of the enterprise. Furthermore, this research classifies typology of co-design through analysing current theories, literatures and case studies. Moreover, the research findings indicate a direct positive relationship between designer and customer in co-design practices in order to trigger in new product development. Finally, this research develops conceptual framework for typology of co-design strategy in NPD. |
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| Key Words |
| 공동디자인, 참여 디자인, 사용자 중심 디자인, 신제품 개발, Co-Design, Participatory Design, User-Centred Design, New Product Development |
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