Customer Co-creation and Leadership Style in New Product Development Process_The Case of MedicusTek
Date Issued
2015
Date
2015
Author(s)
Lin, Ai-Jhe
Abstract
More companies are now applying design thinking to their new product development in recent years. However, apart from studies on the tools and implementation of design thinking, it is also necessary to figure out how design thinking interacts with and inte-grates in different organizational structures and business operations. Hence, this research tries to provide a case study on how MedicusTek, a medical device startup, applies de-sign thinking in a more interactive and contextual perspective. This research discusses MedicusTek’s leadership styles and its customers’ role in new product development un-der design thinking process. The purpose is to find out what better leadership style and customer co-creation strategies are and, how they make a company more successful in applying design thinking. With better integration of different parties, companies will be able to conduct a more sophisticated new product development under limited resources. This study discovers that regarding customers’ involvement and co-creation in product development, a leader can not only exert his social network ties to form part-nership with the customers but also deepen their relationship by building up a common belief and vision. Secondly, in order to fully utilize customers’ feedback and further ad-vice, companies should communicate with customers on regular basis. In addition, the leader should create an open culture and flexible organizational structure which will ac-celerate the information flow. Lastly, group decision process should also be carefully managed. All of these manners will help increase the success rate of company’s new product development.
Subjects
New product development
Design thinking
Customer co-creation
Leadership style
Medical device
Type
thesis
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ntu-104-R02741049-1.pdf
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