The impact of IT and Open Innovation tools on the New Product Development Process

The process of New Product Development is one of the most important competitive factors in today’s market environment. Nevertheless, it remains an risky and uncertain business and both the academic field as companies try to identify best practices to improve this process. In the past two decades, firms have increasingly adopted Information...

Emotion-Driven Research in New Product Development

As one of the largest consumer product company Philips Consumer Lifestyle (Philips CL) has always focused on improving people’s life through meaningful innovations, by integrating technology and design. The initial project brief of this thesis is to create more human focused research methodology for Product Research Centre (PRC) that emphasize...

Really New Stories: The Effect of Early Concept Narratives on Consumer Understanding and Attitudes

Really New Stories typically describe a use setting and a main character - the hero - who is using a really new product. In this doctoral thesis, Ellis van den Hende explains why early consumer input during the development of really new products can be remarkably frustrating to new product managers and product developers. Ellis elucidates how...