سال انتشار: ۱۳۸۶

محل انتشار: چهارمین کنفرانس بین المللی مدیریت فناوری اطلاعات و ارتباطات

تعداد صفحات: ۱۵

نویسنده(ها):

Ali Dehghanpour Farashah – ph.D . Candidate, Management and Accounting Department , Allame Tabatabaee University
Zeinab Rezvani – M.S.Student , E-commerce & Marketing, Tarbiat Modares University Marketing Department , Kale Dairy Co

چکیده:

Business managers and marketing a academics alike agree that an essential of an organization’s long-term survival is success in new product development. New product development process allows organizations to cope with increasingly intensive competition when facing challenges from a rapidly changing market situation. The development of outstanding products not only opens new markets and attracts new customers, but also leverages existing assets and enlarges an organization’s capabilities.
Many mew product development projects fail due to the market acceptance that means they fail to the translation. The huge losses resulted from failure in new product development inspired manager and researchers to improve the models and processes of NPD. One of the most known tools to enhance NPD is knowledge management (KM) which improves knowledge flow through the NPD process and expedites the process. KM fouses on employees’ knowledge but has little systematic attention to the customers, company’s mostimportant partner in the value creation process. Therefore a new concept, customer Company’s most important partner in the value creation process. Therefore a new concept customer Knowledge management (CKM) developed to over come this weakness. CKM by combining KM and costumer relationship management (CRM), more articulately delineate knowledge ‘for’ customers, knowledge ‘about’ customers , and knowledge “from” customers, so that a more beneficial product can be delivered to the eight group of customers, to prevent product failure and to ensure commercial success.
In this article, review on NOD, KM and CKM are provided and new product development based on customers knowledge management has been studied.
The outcome is a systematic review of literature related to the NPD and its enhancing tools and an introducting E-CKM model with a methodology for precisely delineating the process of customers knowledge management for innovative product development . E-CKM shows the way for conversion of tacit knowledge into explicit knowledge , allowing information technology, such as web-based surveys and datamining to extract customers knowledge from different market segment . Implementation consideration of E-CKM model also are discussed including appropriate data mining algorithms , and segmentation techniques.