Development of a framework for customer co-creation in NPD through multi-issue negotiation with issue trade-offs

Authors:
Koray Altun;TüRkay Dereli;Adil BaykasoğLu
Affiliations:
Department of Industrial Engineering, Gaziantep University, Gaziantep, Turkey;Department of Industrial Engineering, Gaziantep University, Gaziantep, Turkey;Department of Industrial Engineering, Dokuz Eylül University, İzmir, Turkey
Venue:
Expert Systems with Applications: An International Journal
Year:
2013

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Abstract

In complex product design environments, new product development (NPD) becomes all about trade-offs and therefore trade-off management gets an important responsibility for designers. Correspondingly, in these environments, customer co-creation in NPD requires multi-issue negotiation with issue trade-offs. However, there is no study researching customer co-creation in NPD through multi-issue negotiation with issue trade-offs according to our best knowledge. This study presents a framework for customer co-creation in NPD through a multi-issue negotiation mechanism, namely; Modified Even-Swaps, to fill this gap. This mechanism uses a modified version of Even-Swaps method, that finds differences among alternatives and utilizes the differences for assessing the value of multi-issue offers, and that includes a fuzzy-inference-system for bargaining on several issues simultaneously. In the proposed framework, customers are represented by ''lead-user''. Thus, negotiation is performed between lead-user and designer. In order to show how the framework works, an illustrative example is also presented.