Design-oriented new product development

Seongkeun Jang, Yongki Yoon, Inseong Lee, Jinwoo Kim

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


There are two approaches to reflecting a customer s point of view in new product development (NPD). One is a customer-following approach that utilizes expressed consumer needs. The other is a customer-leading approach that focuses on consumers' latent needs. Currently, the number of customer-leading approaches is increasing rapidly through design-oriented NPD. This case study of LG Electronics ' Chocolate Phone reveals a market-oriented frame of mind. From a design point of view, it is important to select talented designers and combine them with market insight and communication skills. From a development perspective, strong technological capabilities, optimization of design functions, and strong managerial support are all central to success. From a marketing point of view, key factors include finding outside marketing professionals and gathering ideas from the outside. Finally, from an organizational perspective, it is important to share the design concept among related departments and to change engineering-oriented thinking to a market-oriented frame of mind.

Original languageEnglish
Pages (from-to)36-46
Number of pages11
JournalResearch Technology Management
Issue number2
Publication statusPublished - 2009

All Science Journal Classification (ASJC) codes

  • Engineering(all)
  • Strategy and Management
  • Management of Technology and Innovation


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