신제품 개발 과정에서의 공동디자인 전략 유형 - 사용자 참여디자인 접근법을 위한 공동디자인 유형의 개념적 구조 -
Typology of Co-design Strategy in NPD Process - A Conceptual Framework of Co-design Typology for User Participatory Design Approach -
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초록
지난 수년간 많은 마케팅 연구자들은 신제품과 서비스 디자인 개발에서 소비자와 기업 간의 협력에 대한 주제에 매료되어 왔다(Cavallone and Cassia, 2012). 하지만 대부분의 신제품 개발은 진보된 기술력의 부족뿐만 아니라 사용자의 니즈의 이해 부족으로 실패한다(von Hippel, 2005). 협력전략(공동창조, 공동혁신, 공동디자인 등)의 개념은 실무 경영분야에서도 많이 다뤄진다. 그러나 정의가 분명치 않고 문헌에서도 모순점이 많은 실정이다. 특히 본 연구에서 다룰 공동디자인은 하나의 접근법이 아니라 다양한 형태가 존재하고 있다. 기업은 혁신을 위해 이해관계자들과의 협력을 증대하면서 기업이 누구와 힘을 합치고 그들과 어떻게 힘을 공유할지에 대한 중대하고 복잡한 선택에 직면하게 된다. 그래서 본 연구는 기업의 경계를 넘는 개방형 혁신을 위한 기업 주도의 신제품 개발 안에 강화된 소비자 참여기법이 가미된 다양한 다른 형태의 공동디자인에 대해 연구할 것이다. 더 나아가, 본 연구는 현존하는 이론, 문헌과 사례 연구의 분석을 통해서 공동디자인의 유형을 체계화를 구축한다. 또한, 신제품 개발 촉진을 위한 공동디자인 수행에서 사용자와 디자이너와 사이의 긍정적 관계에 대한 결론을 보여준다. 마지막으로, 본 연구에서 신제품 개발에서의 공동디자인 전략의 개념적 유형 구조를 개발한다.
Abstract
Over the last few years, many marketing researchers have been attracted by the subject of co-operation between consumers and enterprises in the design of new products and services development (Cavallone and Cassia, 2012). However, most of new product development fails; it does so not due to lack of advanced technology, but because of a failure to understand users’ need (von Hippel, 2005). Concept of collaboration strategy (e.g. co-creation, co-innovation and co-design etc.) occurs more in practical business fields but definition has been equivocal also in literature has had conflicting. In particular, co-design is not a single approach but takes a wide variety of forms. As organisations increasingly team up with stakeholders to innovate, they confront critical and complex choices about whom to join forces with and how to share power with them. Thus, this research will uncover a variety of different forms of co-design, ranging from enhanced customer sensing techniques embedded within largely enterprise-driven NPD processes to open source innovation occurring beyond the boundaries of the enterprise. Furthermore, this research classifies typology of co-design through analysing current theories, literatures and case studies. Moreover, the research findings indicate a direct positive relationship between designer and customer in co-design practices in order to trigger in new product development. Finally, this research develops conceptual framework for typology of co-design strategy in NPD.
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