This paper focuses on the study of a new product development process in business-to-business setting. By adopting a case study research strategy, the main findings show how the evolution of a business relationship influences the whole product development process. The research also clearly shows how business relationships initiated from pre-existing social relationships tend evolve continuously, better adapting to the external environment and regenerating more easily compared to relationships established just for economic exchange. In addition, a novel product has been conceived that integrates lighting and architectural elements and exploiting a shared model of production. The result is an enrichment of design values and an increase of both turnovers.

The role of business relationships in new product development. The case of Antrox-Nel Design

MENGONI, MAURA;PERNA, ANDREA;BEVILACQUA, MAURIZIO;GIRALDI, LUCA
2017-01-01

Abstract

This paper focuses on the study of a new product development process in business-to-business setting. By adopting a case study research strategy, the main findings show how the evolution of a business relationship influences the whole product development process. The research also clearly shows how business relationships initiated from pre-existing social relationships tend evolve continuously, better adapting to the external environment and regenerating more easily compared to relationships established just for economic exchange. In addition, a novel product has been conceived that integrates lighting and architectural elements and exploiting a shared model of production. The result is an enrichment of design values and an increase of both turnovers.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11566/249836
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