A framework of new product development process based on Service-Dominant logic | |
| Author | Costa, Meghla Clara |
| Subject(s) | Service-Dominant (S-D) logic New products Industrial design |
| Note | The degree of Masters of Engineering in Industrial and Manufacturing Engineering, School of Engineering and Technology |
| Publisher | Asian Institute of Technology |
| Abstract | Service-Dominant (S-D) logic was first proposed by Vargo and Lusch (2004) for developing a new framework and mindset for marketing based on service as a process, intangible resources and relationships in contrast to Goods-Dominant (G-D) logic. With time, S-D logic not only became very popular among the marketing researchers but also others successfully started adopting this concept i.e., product service system, service system development, brand experience etc. However, in the case of New Product Development (NPD), the advancement towards S-D logic is almost none. But S-D logic mindset can be used in NPD for increasing the product success rate and expand the solution space for the designer in product idea generation. This study has been conducted to develop a new framework to use S-D logic in NPD process. The concept of the framework is developed and then illustrated by an example. For further assurance, an experiment is conducted and participants are asked to design product ideas with given product description and guidelines, contrasting developed framework and traditional NPD process. The result of the experiment confirms the developed framework i.e., S-D logic based NPD process develops higher number of ideas and original ideas than the traditional process. The findings of the study verify that the developed framework can be used by practitioners for developing new products successfully. |
| Year | 2016 |
| School | School of Engineering and Technology (SET) |
| Department | Department of Industrial Systems Engineering (DISE) |
| Academic Program/FoS | Industrial Systems Engineering (ISE) |
| Chairperson(s) | Pisut Koomsap; |
| Examination Committee(s) | Bohez, Erik L. J.;Badir, Yuosre; |
| Scholarship Donor(s) | AIT Fellowship; |