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Toolkits for User Innovation and Design

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Produktentwicklung mit virtuellen Communities

Zusammenfassung

Die Entwicklung neuer Produkte beeinflusst maßgeblich den Erfolg eines Unternehmens.1 Es ist allerdings ein überaus risikobehaftetes Unterfangen, was bedeutet, dass die erfolgreiche Einführung neuer Produkte alles andere als die Regel ist. Generell kämpfen Unternehmen mit Misserfolgsquoten neuer Produkte von bis zu 90%.2 Namhafte Beispiele reichen vom CD-I von Philips über den Newton von Apple bis hin zum BetaMax von Sony.3 Einer der Hauptgründe für das Scheitern liegt generell in mangelnder Marktorientierung — Hersteller versäumen es oft, auf „die Stimme des Kunden“zu hören.4 Des Weiteren können die hohen Flopraten auf eine schlechte Übereinstimmung zwischen Produkteigenschaften und individuellen Bedürfnissen zurückgeführt werden.5 Empirische Studien belegen außerdem, dass Kunden diverser Branchen wie etwa der Uhren- oder der Security-Softwareindustrie sehr heterogene Bedürfnisse haben.6 Resultat ist eine Vielzahl von Kunden, die mit Standardprodukten unzufrieden sind bzw. vom Markt unzureichend bedient werden.

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Authors
  1. Martin Schreier
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Editor information

Editors and Affiliations

  1. Technischen Universität Hamburg-Harburg (TUHH), Deutschland

    Cornelius Herstatt (lehrt Technologie- und Innovationsmanagement) (lehrt Technologie- und Innovationsmanagement)

  2. Arbeitsbereich Technologie- und Innovationsmanagement an der TUHH, Deutschland

    Jan G. Sander (Assistent der Geschäftsleitung der Thomas J.C. Matzen GmbH und wissenschaftlicher Mitarbeiter) (Assistent der Geschäftsleitung der Thomas J.C. Matzen GmbH und wissenschaftlicher Mitarbeiter)

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© 2004 Betriebswirtschaftlicher Verlag Dr. Th. Gabler/GWV Fachverlage GmbH, Wiesbaden

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Schreier, M. (2004). Toolkits for User Innovation and Design. In: Herstatt, C., Sander, J.G. (eds) Produktentwicklung mit virtuellen Communities. Gabler Verlag. https://doi.org/10.1007/978-3-322-84540-5_9

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  • DOI: https://doi.org/10.1007/978-3-322-84540-5_9

  • Publisher Name: Gabler Verlag

  • Print ISBN: 978-3-409-12476-8

  • Online ISBN: 978-3-322-84540-5

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