Master-Arbeit Univ. St. Gallen, 2009.

Master-Arbeit Univ. St. Gallen, 2009.

In 1996 Primus launched their expedition stove Multifuel, the first stove that could run on liquified petroleum gas (LPG), white gas, kerosene and aviation fuel. The multi-fuel stoves are part of the Primus expedition range of equipment. The line was designed and built to perform in extreme conditions. The expedition stoves have been roughly the same since then. Therefore Primus wanted to investigate what the future looks like for these stoves. The expedition segment is very important to the company as it reflects their heritage. Primus had an internal goal of updating the expedition line within the next few years, which was the main reason why this master thesis project arose. The purpose of the project was to investigate the usability of expedition line stoves and understand the user needs to find a direction for the next generation of expedition stoves. The goal was to deliver product development guidelines that Primus can make use of in the continued work as well a well-motivated concept and recommendations for future development based on these guidelines. The work has been carried out applying an adapted lead user approach, meaning some chosen users have been involved throughout the whole development process. Extensive research was made including interviews and user studies. The qualitative data was analysed with inspiration from the Gioia framework and resulted in product development guidelines including insights from the analysis, a user-centered re-segmentation of Primus’ expedition stove line and identification of whitespace. It became evident that an expedition gas stove should be included in the segment as professional users show great will to use gas and the need for multi-fuel is low. Based on the guidelines and user involvement a validated product concept was brought forth. The Primus Altitude Ti is an expedition gas stove in titanium with a flame spreading laminar flow burner providing silent and fuel efficient cooking. The stove has a regulated valve at the burner and an ON/OFF valve at the canister allowing to run the stove in liquid feed mode which is beneficial in cold conditions. / År 1996 lanserade Primus sitt expeditionskök Multifuel, vilket var det första köket som kunde användas med gasol, kemiskt ren bensin, fotogen och flygbränsle. Multifuel och ytterligare två flerbränslekök är idag en del av företagets expeditionssegment, som designades för att prestera under extrema förhållanden. Expeditionsköken har inte förändrats avsevärt sedan de togs fram, vilket ledde till att Primus ville undersöka hur framtiden för dessa kök ser ut. Eftersom expeditionsköken symboliserar företagets arv är det ett viktigt segment för dem. Primus satte upp ett internt mål att uppdatera expeditionssegmentet inom de närmsta åren, vilket var huvudorsaken till att detta examensarbete utfördes. Syftet med projektet var att undersöka användarvänligheten hos expeditionsköken och förstå användarnas behov för att på så sätt besluta om en riktning för nästa generations expeditionskök. Målet med arbetet var att leverera både riktlinjer för kommande produktutveckling och ett välmotiverat produktkoncept som är baserat på de framtagna riktlinjerna. Under arbetets gång har en anpassad variant av lead user-metoden använts, vilket betyder att ett antal utvalda användare med värdefulla egenskaper har involverats genom arbetsprocessen. Omfattande undersökningar har gjorts genom bland annat intervjuer och användarstudier. Den kvalitativa datan analyserades med inspiration av Gioia-metodologin och resulterade i en överlämning med riktlinjer för produktutveckling. Detta innefattar insikter från analysen, en användarcentrerad omsegmentering av Primus expeditionssegment samt en identifiering av luckor på marknaden. Det blev tydligt att ett expeditionsgaskök borde inkluderas i segmentet eftersom professionella användare visade stor vilja att använda gas och behovet för flerbränslekök var litet. Baserat på riktlinjerna togs ett produktkoncept fram. Primus Altitude Ti är ett expeditionsgaskök mestadels bestående av titan med en bred brännare som använder sig av tekniken för ett laminärt flöde, vilket ger en tyst och bränsleeffektiv användning. Köket har en steglös ventil vid brännaren samt en ventil med två lägen, på och av, vid gasbehållaren som tillåter drift av köket med gasbehållaren uppochned vilket är fördelaktigt vid kalla förhållanden.

Os custos elevados de aquisição de conhecimento, a intensificação da concorrência e a necessidade de aproximação do consumidor vêm estimulando empresas a buscar formas alternativas de aumentar seu potencial de inovação pela integração de usuários. No entanto, a literatura e o senso comum convergem ao afirmar que nem todo usuário está habilitado a trazer conhecimentos que sustentem a vantagem competitiva das inovações. Nesse contexto, emerge a figura do lead user que, por definição, é capaz de sentir necessidades de produtos e serviços ainda não expressos por usuários regulares. Esses conhecimentos, quando adequadamente absorvidos, trazem benefícios expressivos às empresas que os incorporam ao DNP. Sabendo que as formas de incorporação de usuários apresentam variações, este estudo se destina a entender como empresas de diferentes setores absorvem conhecimentos de lead users por diferentes práticas de integração. Para tanto, foi escolhido o método de estudo de casos múltiplos incorporados, observados em três multinacionais de grande porte: Natura, Whirlpool e Microsoft (Bing). Ao todo foram avalidados cinco modos de integração distintos, escolhidos a partir de duas formações: individual (conhecimentos isolados de usuários distintos) e coletivo (conhecimentos articulados em discussões em grupo), analisados pelos métodos de indução analítica com síntese cruzada de dados. Os resultados mostraram que as categorias teóricas utilizadas para observação inicial do fenômenol: parâmetro de identificação e técnica de seleção (aquisição); mecanismo de interação (assimilação); mecanismos de socialização (transformação) e sistema de formalização (exploração) apoiaram parcialmente o entendimento das atividades do processo e, por esta razão, precisaram se complementadas pelas categorias emergentes: criação de contexto, motivação (aquisição); estímulos, parâmetro de observação, interpretação (assimilação); definição de papéis, coordenação de processos, combinação de conhecimento (transformação) e gestão do conhecimento (exploração), coletadas na fase empírica Essa complementação aumentou a robustez do modelo inicial e mostrou como a absorção de conhecimentos pode ser avaliada pelas dimensões absortivas. No entanto, as análises intra e intercasos que se seguiram, mostraram que esse entendimento era insuficiente para explicar a capacidade de absorção por diferentes práticas, uma vez que o fenômeno é influenciado por fatores contextuais associados tanto à prática de integração quanto ao modo como cada empresa se organiza para inovar (tipo de acesso ao colaborador). As reflexões teóricas realizadas a partir desses resultados permitiram contribuir com a teoria existente de duas formas: I) pelo entendimento estendido das atividades de absorção necessárias para incorporação de conhecimentos de lead users e III) pela proposição de um modelo conceitual amplo que abarcou diferentes práticas de integração considerando também os antecedentes de inovação, as atividades absortivas e os fatores adjuntos, inerentes a cada prática. Esta pesquisa objetiva contribuir para o conhecimento teórico sobre inovação e motivar reflexões que possam ser úteis para gerentes e executivos interessados em aprimorar suas práticas e processos de captação de conhecimentos de lead users. / The high costs of acquiring knowledge, the increased competition and the need for consumer approach has stimulated companies to seek alternative ways to increase their innovation potential by integrating users. However, literature and common sense converge to say that not every user is able to bring knowledge to support the competitive advantage of innovations. In this context, the picture emerges of the lead user that, by definition, is capable of sensing needs for products and services not yet expressed by regular users. This knowledge, when properly absorbed, bring significant benefits to companies that incorporate the DNP. Knowing that the forms of incorporation users have variations, this study aims to understand how companies from different sectors lead absorb knowledge users for different integration practices. Thus, it was chosen the method of multiple case study incorporated, observed in three large multinationals: Natura, Whirlpool and Microsoft (Bing). In all, we avalidados five distinct modes of integration, chosen from two configurations: individual (individual knowledge of different users) and collective (articulated knowledge in group discussions), analyzed by the methods of analytic induction cross-synthesis of data. The results showed that the theoretical categories used for the initial observation phenomenological: identification and parameter selection technique (acquisition); interaction mechanism (assimilation); socialization mechanisms (transformation) and formalizing system (exploration) partially supported the understanding of the process activities and, therefore, had to be complemented by emerging categories: context of creation, motivation (acquisition); stimulus parameter of observation, interpretation (assimilation); definition of roles, coordination processes, combination of knowledge (processing) and knowledge management (holding) collected empirical phase This supplement increased the robustness of the initial model and showed how the absorption of knowledge can be assessed by the absorptive dimensions. However, intra- and intercasos analysis that followed showed that such an approach was insufficient to explain the absorption capacity for different practices, since the phenomenon is influenced by contextual factors related both to the practice of integration as to how each enterprise is organized to innovate (type of access to the employee). The theoretical reflections made from these results allowed to contribute to the existing theory in two ways: I) by understanding extended the absorption activities necessary for incorporating lead users of knowledge and III) by proposing a broad conceptual model that encompassed different practices Integration also considering the innovation history, the absorptive activities and deputy factors inherent to each practice. This research aims to contribute to the theoretical understanding of innovation and motivate reflections that might be useful for managers and executives interested in improving their practices and lead users knowledge capture processes.

Os custos elevados de aquisição de conhecimento, a intensificação da concorrência e a necessidade de aproximação do consumidor vêm estimulando empresas a buscar formas alternativas de aumentar seu potencial de inovação pela integração de usuários. No entanto, a literatura e o senso comum convergem ao afirmar que nem todo usuário está habilitado a trazer conhecimentos que sustentem a vantagem competitiva das inovações. Nesse contexto, emerge a figura do lead user que, por definição, é capaz de sentir necessidades de produtos e serviços ainda não expressos por usuários regulares. Esses conhecimentos, quando adequadamente absorvidos, trazem benefícios expressivos às empresas que os incorporam ao DNP. Sabendo que as formas de incorporação de usuários apresentam variações, este estudo se destina a entender como empresas de diferentes setores absorvem conhecimentos de lead users por diferentes práticas de integração. Para tanto, foi escolhido o método de estudo de casos múltiplos incorporados, observados em três multinacionais de grande porte: Natura, Whirlpool e Microsoft (Bing). Ao todo foram avalidados cinco modos de integração distintos, escolhidos a partir de duas formações: individual (conhecimentos isolados de usuários distintos) e coletivo (conhecimentos articulados em discussões em grupo), analisados pelos métodos de indução analítica com síntese cruzada de dados. Os resultados mostraram que as categorias teóricas utilizadas para observação inicial do fenômenol: parâmetro de identificação e técnica de seleção (aquisição); mecanismo de interação (assimilação); mecanismos de socialização (transformação) e sistema de formalização (exploração) apoiaram parcialmente o entendimento das atividades do processo e, por esta razão, precisaram se complementadas pelas categorias emergentes: criação de contexto, motivação (aquisição); estímulos, parâmetro de observação, interpretação (assimilação); definição de papéis, coordenação de processos, combinação de conhecimento (transformação) e gestão do conhecimento (exploração), coletadas na fase empírica Essa complementação aumentou a robustez do modelo inicial e mostrou como a absorção de conhecimentos pode ser avaliada pelas dimensões absortivas. No entanto, as análises intra e intercasos que se seguiram, mostraram que esse entendimento era insuficiente para explicar a capacidade de absorção por diferentes práticas, uma vez que o fenômeno é influenciado por fatores contextuais associados tanto à prática de integração quanto ao modo como cada empresa se organiza para inovar (tipo de acesso ao colaborador). As reflexões teóricas realizadas a partir desses resultados permitiram contribuir com a teoria existente de duas formas: I) pelo entendimento estendido das atividades de absorção necessárias para incorporação de conhecimentos de lead users e III) pela proposição de um modelo conceitual amplo que abarcou diferentes práticas de integração considerando também os antecedentes de inovação, as atividades absortivas e os fatores adjuntos, inerentes a cada prática. Esta pesquisa objetiva contribuir para o conhecimento teórico sobre inovação e motivar reflexões que possam ser úteis para gerentes e executivos interessados em aprimorar suas práticas e processos de captação de conhecimentos de lead users. / The high costs of acquiring knowledge, the increased competition and the need for consumer approach has stimulated companies to seek alternative ways to increase their innovation potential by integrating users. However, literature and common sense converge to say that not every user is able to bring knowledge to support the competitive advantage of innovations. In this context, the picture emerges of the lead user that, by definition, is capable of sensing needs for products and services not yet expressed by regular users. This knowledge, when properly absorbed, bring significant benefits to companies that incorporate the DNP. Knowing that the forms of incorporation users have variations, this study aims to understand how companies from different sectors lead absorb knowledge users for different integration practices. Thus, it was chosen the method of multiple case study incorporated, observed in three large multinationals: Natura, Whirlpool and Microsoft (Bing). In all, we avalidados five distinct modes of integration, chosen from two configurations: individual (individual knowledge of different users) and collective (articulated knowledge in group discussions), analyzed by the methods of analytic induction cross-synthesis of data. The results showed that the theoretical categories used for the initial observation phenomenological: identification and parameter selection technique (acquisition); interaction mechanism (assimilation); socialization mechanisms (transformation) and formalizing system (exploration) partially supported the understanding of the process activities and, therefore, had to be complemented by emerging categories: context of creation, motivation (acquisition); stimulus parameter of observation, interpretation (assimilation); definition of roles, coordination processes, combination of knowledge (processing) and knowledge management (holding) collected empirical phase This supplement increased the robustness of the initial model and showed how the absorption of knowledge can be assessed by the absorptive dimensions. However, intra- and intercasos analysis that followed showed that such an approach was insufficient to explain the absorption capacity for different practices, since the phenomenon is influenced by contextual factors related both to the practice of integration as to how each enterprise is organized to innovate (type of access to the employee). The theoretical reflections made from these results allowed to contribute to the existing theory in two ways: I) by understanding extended the absorption activities necessary for incorporating lead users of knowledge and III) by proposing a broad conceptual model that encompassed different practices Integration also considering the innovation history, the absorptive activities and deputy factors inherent to each practice. This research aims to contribute to the theoretical understanding of innovation and motivate reflections that might be useful for managers and executives interested in improving their practices and lead users knowledge capture processes.

Companies are dependent on continuously provide the market with new products to keep its market position and profitability level. The companies examined in this thesis are two bigger Swedish enterprises that have a long history in a mature business-to-business context providing industrial goods to the market. This work examines how users are involved in the different innovation and product development activities. The problem is to understand how business-to-business companies co-operate with stakeholder and users, when in the product life cycle that is done, and who are the ones doing the actual innovation. The methodological approach for the work was deductive, building a theory including innovation, strategy and user theories that was empirically tested and followed by an analysis and conclusion of the found evidence. Key findings: Most if not all innovations in mature market are routine ones. There is lack of strategic focus due to micromanagement that shifts focus rapidly. Innovations are often found in the beginning and in the end of the product life cycle. Mature markets tend to utilize a more closed innovation model as opposite to an open model. Users are not heavily involved in the actual innovation process. Stickiness and tacit knowledge is quite big in large corporation event though there is said to be a strategic focus on the customers. Implications: More involvement of users, especially lead users, will lead to more innovations. Utilising strategic buckets of different sizes for spreading the resources on different innovation types (routine/disruptive/discontinuous) to become successful

The effects of empathic experience design (EED) on the product design process are investigated through a series of product redesign experimental studies. As defined, empathic experience design is the simulation of the experiences of a lead user, or someone who uses a product in an extreme condition. To better understand product innovation, the link between creativity in engineering design and commercial market success is explored through literature and a study of award-winning products is performed to analyze the current trends in innovation. The findings suggest that products are becoming increasingly more innovative in the ways in which they interact with users and their surroundings and that a gap exists between the current tools available for engineers to innovate and the types of innovations present in award-winning products. The application of EED to a concept generation study shows that empathic experiences while interacting with a prototype results in more innovative concepts over typical interactions. The experimental group also saw an increase in user interaction innovations and a decrease in technical feasibility. The application of EED to a customer needs study compares the effect of empathic experiences in an articulated use interview setting. The EED interviews discovered 2.5 times the number of latent customer needs than the control group. A slight decrease in the breadth of topics covered was also seen, but was compensated for when used in conjunction with categorical questioning. Overall the use of empathic experience design is shown to increase the level of innovation throughout the product design process. / text

<p>Syftet med uppsatsen är att studera beteende hos lead users angående deras förvaring och</p><p>konsumtion av kaffe. Genom att göra en jämförelse med icke lead users har vi undersökt</p><p>om lead users uppvisar ett avvikande beteende. Vi har även utifrån svaren kunnat ge</p><p>förslag på lösningar om hur kaffeförvaring kan utformas och förbättras.</p><p>Utifrån 40 intervjuer med kaffekonsumenter har vi försökt urskilja lead users. Vi har</p><p>utgått från en modell som vi utvecklat tillsammans och som bygger på tidigare teorier. Vi</p><p>har poängsatt alla frågor och multiplicerat med viktningsgraden. Utifrån de summor vi</p><p>fick delade vi in grupperna i lead users och icke lead users. Gruppen emellan valde vi att</p><p>kalla gråzon.</p><p>Genom undersökningen har vi kommit fram till att det förekommer ett avvikande</p><p>beteende hos lead users. Lead users har ett utpräglat intresse för kaffe, kaffevaror samt</p><p>originalitet. De har ofta fler egna och unika idéer än icke lead users. Lead users har dock</p><p>de mest svårimplementerade idéerna och lösningarna. Icke lead users har inte ett</p><p>utpräglat intresse för kaffe och inte heller några idéer eller lösningar kring kaffeförvaring.</p><p>De som hamnade i vår gråzon är oftast personer med kaffeintresse men inga idéer kring</p><p>kaffeförvaring eller inget kaffeintresse men idéer som kan vara användbara.</p><p>Utifrån svaren har vi funnit att många skulle vilja se mindre kaffeförpackningar i en</p><p>större förpackning. Någon form av återförslutning har många önskat, t ex en plastremsa</p><p>som gör att man lätt kan stänga förpackningen. Vi har även funnit att många förvarar sitt</p><p>kaffe i en kaffeburk. För att aromen och smakämnena skall bevaras på bästa sätt skall inte</p><p>kaffet tas ur sin förpackning och därför anser vi att kafferosterier förslagsvis kan sälja</p><p>kaffeburkarna som en kringprodukt i livsmedelsbutikerna.</p> / <p>The aim with the essay is to study behavior of lead users concerning their storing and</p><p>consumption of coffee. By comparing lead users with non lead we will see if there is a</p><p>deviating behavior. On the basis of the research we can give solutions to how coffee</p><p>storing can be formulated and improved.</p><p>On the basis of 40 interviews with coffee consumers we have tried to distinguish lead</p><p>users. In doing so we started with a model that we developed together and that builds on</p><p>earlier theories. We have scored all questions and multiplied with the weighting degree.</p><p>On the basis of those totals, we divided the groups in lead users and non lead users. The</p><p>interviewees that didn’t fall into these categories we put in a group called the grey zone.</p><p>Through the survey we noticed a deviating behavior of lead users. Lead users have a</p><p>pronounced interest for coffee, coffee products and originality. They often have more of</p><p>their own and unique ideas than non lead users. However lead users have the most</p><p>difficult implemented ideas and solutions. Non lead users do not have a pronounced</p><p>interest for coffee and neither ideas or solutions around coffee storing. Those in our grey</p><p>zone are most often persons with coffee interests but no ideas around coffee storing, or no</p><p>coffee interest but ideas that can prove to be applicable.</p><p>On the basis of our research we found that many would like to see smaller coffee</p><p>packaging within a bigger package. Many also desired some type of resealable package,</p><p>perhaps a plastic zip lock that makes the package easy to reseal. We have also found that</p><p>many users stored their coffee in a coffee tin. In order to best preserve the aroma and</p><p>taste, the coffee should not be taken out of its packaging. Therefore we suggest that</p><p>coffee roasters sell the coffee tins as an accessory product in the food markets.</p>

Syftet med uppsatsen är att studera beteende hos lead users angående deras förvaring och konsumtion av kaffe. Genom att göra en jämförelse med icke lead users har vi undersökt om lead users uppvisar ett avvikande beteende. Vi har även utifrån svaren kunnat ge förslag på lösningar om hur kaffeförvaring kan utformas och förbättras. Utifrån 40 intervjuer med kaffekonsumenter har vi försökt urskilja lead users. Vi har utgått från en modell som vi utvecklat tillsammans och som bygger på tidigare teorier. Vi har poängsatt alla frågor och multiplicerat med viktningsgraden. Utifrån de summor vi fick delade vi in grupperna i lead users och icke lead users. Gruppen emellan valde vi att kalla gråzon. Genom undersökningen har vi kommit fram till att det förekommer ett avvikande beteende hos lead users. Lead users har ett utpräglat intresse för kaffe, kaffevaror samt originalitet. De har ofta fler egna och unika idéer än icke lead users. Lead users har dock de mest svårimplementerade idéerna och lösningarna. Icke lead users har inte ett utpräglat intresse för kaffe och inte heller några idéer eller lösningar kring kaffeförvaring. De som hamnade i vår gråzon är oftast personer med kaffeintresse men inga idéer kring kaffeförvaring eller inget kaffeintresse men idéer som kan vara användbara. Utifrån svaren har vi funnit att många skulle vilja se mindre kaffeförpackningar i en större förpackning. Någon form av återförslutning har många önskat, t ex en plastremsa som gör att man lätt kan stänga förpackningen. Vi har även funnit att många förvarar sitt kaffe i en kaffeburk. För att aromen och smakämnena skall bevaras på bästa sätt skall inte kaffet tas ur sin förpackning och därför anser vi att kafferosterier förslagsvis kan sälja kaffeburkarna som en kringprodukt i livsmedelsbutikerna. / The aim with the essay is to study behavior of lead users concerning their storing and consumption of coffee. By comparing lead users with non lead we will see if there is a deviating behavior. On the basis of the research we can give solutions to how coffee storing can be formulated and improved. On the basis of 40 interviews with coffee consumers we have tried to distinguish lead users. In doing so we started with a model that we developed together and that builds on earlier theories. We have scored all questions and multiplied with the weighting degree. On the basis of those totals, we divided the groups in lead users and non lead users. The interviewees that didn’t fall into these categories we put in a group called the grey zone. Through the survey we noticed a deviating behavior of lead users. Lead users have a pronounced interest for coffee, coffee products and originality. They often have more of their own and unique ideas than non lead users. However lead users have the most difficult implemented ideas and solutions. Non lead users do not have a pronounced interest for coffee and neither ideas or solutions around coffee storing. Those in our grey zone are most often persons with coffee interests but no ideas around coffee storing, or no coffee interest but ideas that can prove to be applicable. On the basis of our research we found that many would like to see smaller coffee packaging within a bigger package. Many also desired some type of resealable package, perhaps a plastic zip lock that makes the package easy to reseal. We have also found that many users stored their coffee in a coffee tin. In order to best preserve the aroma and taste, the coffee should not be taken out of its packaging. Therefore we suggest that coffee roasters sell the coffee tins as an accessory product in the food markets.

Purpose – Evaluate the four popular communication methods to involve customers in the NPD process from customers’ perspective (In this thesis, the four chosen communication methods are: Quality Function Deployment, Prototype, Idea Generation Activities and Lead-user Involvement). Design/Methodology/Approach – This is a quantitative research which used questionnaire to collect data. The questionnaire form is distributed online to respondents. Findings – The findings show the comparison between the four communication methods. The differences are measured and analyzed using measurement system from Zaichkowsky (1985) including: Interests, Needs and Values. Research Limitations – This thesis face limitation regarding the chosen sample. In addition to that language is also one of the major obstacles. Managerial Implications – The findings provide companies with evaluation regarding option for communication method to increase customer involvement degree. Originality/Value – This research is unique in a way that the author filtered the four most popular communication methods based on reviewed articles then conducted an evaluation on these methods. The evaluation is performed based on customers’ perspective which has not been done before. This thesis provides a new perspective on how firms should look at customers’ involvement.