Vrednost učešća potrošača u razvoju novog proizvoda za preduzeće
The Value of Customer Involvement in new Product Development for Company
Apstrakt
Učešće potrošača u razvoju novog proizvoda je sve aktuelnija tema i to pre svega u oblasti poslovnog marketinga. Savremena preduzeća se susreću sa daleko većom i oštrijom konkurencijom nego što je to pre bio slučaj. Dok su se ranije preduzeća takmičila sa drugim preduzećima sa lokalnog tržišta, danas mogu da izađu izvan granica lokalnog tržišta i da svoje proizvode ponude potrošačima u drugim mestima, drugim zemljama i drugim kontinentima. Globalizacija je pružila priliku preduzeću da kroz ogroman rast tržišta i ono samo raste, međutim, sa rastom tržišta povećala se i konkurencija. Preduzeće da bi opstalo, sad je pod stalnim pritiskom da inovira, a pravovremeno uključivanje potrošača u taj proces može da utiče na razvoj novih proizvoda. Cilj ovog rada jeste da utvrdimo da li uključivanje potrošača u razvoj novih proizvoda utiče pozitivno na brzinu i kvalitet procesa razvoja novih proizvoda, te na vrednost novog proizvoda za preduzeće? Analiza vrednosti uključivanja potrošača u razvoj novog proizvoda za preduzeće je predmet rada. Sami rezultati rada menadžerima mogu da pomognu u vođenju procesa razvoja novog proizvoda.
Abstract
Modern companies are facing much tougher competition than before. In the past, companies were competing, mostly with other companies locally. Now companies can offer their products to customers beyond the local market. Globalization presents a huge chance for companies to grow by an increase in the market size, but as the market size grows, the same happens with the competition. If a company wants to endure, a company is under pressure to innovate, and including customers can affect new product development. The goal of this paper is to determine if including consumers in new product development can affect faster and better quality new product development processes and increase new product value for the company. This analysis should provide us with an answer to the question, should we include consumers, and if we should, when? The results of this paper could act as a guide for managers in developing new products.
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