Development of a framework for customer co-creation in NPD through multi-issue negotiation with issue trade-offs

ALTUN K., DERELİ T., BAYKASOĞLU A.

EXPERT SYSTEMS WITH APPLICATIONS, vol.40, no.3, pp.873-880, 2013 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 40 Issue: 3
  • Publication Date: 2013
  • Doi Number: 10.1016/j.eswa.2012.05.043
  • Journal Name: EXPERT SYSTEMS WITH APPLICATIONS
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.873-880
  • Keywords: Customer co-creation, Modified Even-Swaps, Multi-issue negotiation, New product development (NPD), PRODUCT DEVELOPMENT, INNOVATION, MECHANISM, DESIGN
  • Dokuz Eylül University Affiliated: Yes

Abstract

In complex product design environments, new product development (NPD) becomes all about trade-offs and therefore trade-off management gets an important responsibility for designers. Correspondingly, in these environments, customer co-creation in NPD requires multi-issue negotiation with issue trade-offs. However, there is no study researching customer co-creation in NPD through multi-issue negotiation with issue trade-offs according to our best knowledge. This study presents a framework for customer co-creation in NPD through a multi-issue negotiation mechanism, namely: Modified Even-Swaps, to fill this gap. This mechanism uses a modified version of Even-Swaps method, that finds differences among alternatives and utilizes the differences for assessing the value of multi-issue offers, and that includes a fuzzy-inference-system for bargaining on several issues simultaneously. In the proposed framework. customers are represented by "lead-user". Thus, negotiation is performed between lead-user and designer. In order to show how the framework works, an illustrative example is also presented. (C) 2012 Elsevier Ltd. All rights reserved.