Abstract
Purpose: This study aims to investigate how the use of collaborative plat- forms favors the alignment between the strategic planning of NPD projects andcustomers’ strategic goals. The paper addresses the challenge risen in NPD liter- ature, especially in the co-development setting.
Design/Methodology/approach: Rooted in the paradigm of pragmatic con- structivism, this paper conceptualizes a learning method through which actors can use collaborative platforms to align the strategic planning of NPD project with customers’ objectives. Empirical research on a multinational company op- erating in the semiconductor industry demonstrates the method in action.
Findings: The results show that the use of a collaborative platform enabled the sharing of information on NPD process and customer’s requests during thedifferent phases of NPD process. This influences the planning of the develop- ment, which varies depending on the customer goals in the different phases of NPD process. The interactions lead to revise the planning of NPD project in line with the changes experienced by the customer. Our study displays how the col- laborative platforms favor the learning process and foster the communication across organizations.
Implications/Limitations: The paper answers various calls for research on creating more insights into the studies on co-development projects focused on thecustomer’s strategic perspective, highlighting the role played by collaborative platforms in favoring the learning process.
Originality/Value: This paper tries to conceptualize a method to analyze the learning process in innovative projects, examining how a well-crafted NPD strat- egy requires a continuous alignment with the strategic goals of the customer.
Recommended Citation
Messina, Mariastella and Leotta, Antonio, "Strategic planning of New Product development process in line to customer’s strategy: the role of collaborative platforms." (2022). ITAIS 2022 Proceedings. 17.
https://aisel.aisnet.org/itais2022/17