Design Drivers:A critical enabler to mediate value over the NPD process within Internet of Things

With the emergence of Internet of Things (IoT) as a new source of ‘big’ data, businesses face new opportunities as well as emergent challenges. Recent research claims digital technology can enable new kinds of development processes that are distinctive from their counterparts in 20th century. However, although academics and practitioners often critically debate the IoT, minimal attention has been focused on New Product Development (NPD) processes; arguably, one of the most critical marketing planning and implementation process activities undertaken within the organisation. Thus, this paper aims to contribute to a new understanding of IoT NPD processes. To achieve this aim, a comprehensive literature review was undertaken on traditional NPD design processes and reviewed against, a featured case study, IoT NPD processes. The relevance of IoT NPD against the characteristics of existing NPD processes, are subsequently reviewed and critically debated. Finally, NPD processes and the meaning of design within an IoT context is reframed. Finally, this paper summarises how NPD processes and the role of design could be improved and proposes a set of guidelines with an accompanying conceptual framework for IoT NPD processes