CONSUMER INVOLVEMENT IN THE PROCESS OF SUCCESS MEASURE AS PRODUCT DEVELOPMENT : A STUDY WITH PARTICIPATING COMPANIES OF PRIZES FINEP AND NATIONAL INNOVATION
Keywords:
Innovation awards, The consumer involvement, PDP.Abstract
This study aimed to analyze the levels of consumer involvement in processes of PDP (Product Development Process) as a measure of success in launching new products, besides discusses, from the results that were found, if the innovation awards in Brazil are really to reward products and / or innovative projects, or are just for innovation promotion. To achieve the objectives of this work, we chose a quantitative and descriptive approach. Data collection was conducted through electronic questionnaire sent via email to the managers of the nominated and winners companies in the National Innovation and FINEP awards, between 2008 and 2011. For the multivariate statistical analysis, we used the nonparametric Mann-Whitney test, discriminant analysis and linear regression with dummy variable, besides the statistical analyzes using univariate analysis of variance - ANOVA. The data analysis was performed using SPSS (Statistical Package for the Social Sciences) software. The results showed that 100% of the researched firms have some kind of mechanism to engage with consumers. It was also found that the least used interaction tool with the consumer is the virtual oneDownloads
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Published
2015-03-27
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How to Cite
CONSUMER INVOLVEMENT IN THE PROCESS OF SUCCESS MEASURE AS PRODUCT DEVELOPMENT : A STUDY WITH PARTICIPATING COMPANIES OF PRIZES FINEP AND NATIONAL INNOVATION. (2015). INMR - Innovation & Management Review, 12(1), 174-200. https://journals.usp.br/rai/article/view/100321