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- Thèse de Doctorat en Sciences de Gestion : ESCP Europe ; Université de Paris 1, Ecole Doctorale de Management Panthéon-Sorbonne : 2014
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2014
- Contributors
- Subjects
- MARKETING MANAGEMENT - DESIGN DEPARTMENT - NEW PRODUCT
Companies frequently resort to external design agencies to help develop new products, with marketing usually the key internal contact, but few studies have analyzed the influence of this collaboration on the new product development process (NPD). While they are able to detect trends, observe users problems and favor innovativeness, design agencies must act in synergy with marketing to create fruitful collaboration that drives innovation. Based on three distinct and complementary approaches, this research examines how the characteristics of this dyad and its collaborative arrangements influence the NPD process. (1) The process approach: Drawing on nine dyadic case studies, it offers an extended framework of factors that influence the performance of NPD process in this collaboration and identifies the influence of three new factors pertaining to design agencies: their key assets, their commitment to respecting brand identity, and the number of NPD stages on which they collaborate. (2) The comparative approach: Based on an embedded case study, it identifies the contribution of design thinking in the ideation phase relative to other emerging approaches such as crowdsourcing, which are already deployed by marketing. It shows that design thinking both provides a founding framework to shed light on use patterns and promotes the development of innovative capabilities. (3) The explanatory approach: Based on a sample of 103 new products, constructed according to the historical method, it identifies factors influencing the level of product innovativeness and highlights the moderating role of brand visibility in collaborations between brands and design agencies.
