Design Co-creation and Performance in New Product Development Process

Co-creation is a kind of marketing strategy or business strategy that stresses the generation and continuing realization of mutual firm-customer value. Product design, marketing, and Innovation ought to be closely coordinated in companies. Most researchers have indicated that highly effective connection among innovation R&D, marketing activities, and design pushes products in to the marketplace and guarantees their success. However, empirical studies from the Co-creations among design, marketing, and innovation strategies in New Product Development (NPD) performance are intermittent. Within this study, enterprises through the Taiwan Electrical and Electronic Manufacturers ’ Association (TEEMA) database were chosen randomly as subjects. Inside the first survey, the status from the marketing strategy, innovation strategy, and design strategy was determined. Following a new product was marketed for one year, another survey was conducted for NPD performance check. After repeated contact, 285 enterprises (21.11%) responded. Major findings in the study are listed below: (1) The Structural Equation Model (SEM) results demonstrate a good fit involving the theoretical model and observed data for innovation, marketing, and design strategies; (2) The NPD performance is influenced by an enterprise’s innovation, marketing, and design strategies. Moreover, innovation and marketing strategies also influence NPD performance through design strategy. For NPD performance, design strategy is both a completely independent variable and an intervening variable; (3) The NPD performance could be reinforced when enterprises struggle for design, innovation, and marketing strategies