Consumer involvement in NPD different stages: Survey and case study

The positive significance of consumers involving in enterprise NPD has been generally realized. But the involvement condition in each stage of the NPD and involving modes remain to be further research. This paper USES field experience and questionnaire survey to research consumers involving in Chinese SMEs NPD. Main content includes typical stages of NPD, which NPD stages consumers are involved in and should be involved in, and involving mode in each NPD stage, etc. Based on the investigation results, a case study of integrated consumers into wardrobe design is carried out on a Chinese furniture enterprise. Customer is involved in multiple stages of NPD, in which crowdsourcing model based on network has been applied. The application introducing customer in stages of NPD has been achieved good results.