In the context of increasing market dynamics and competitive intensity, customer-oriented product development has become indispensable. This study examines the integration of customer needs into the product development process and analyzes the associated challenges using the example of IP-based audio systems by Toa Electronics. The aim of this work is to explore the methodological approaches for incorporating customer requirements and their impact on innovation capabilities and market orientation. The study begins by outlining the theoretical foundations of product development and the importance of customer integration. This is followed by a detailed analysis of the practical applications and concepts employed by Toa Electronics. The methodology is based on an extensive literature review and an empirical case study analysis, allowing for the connection of theoretical approaches with practical insights. Key sources include current scientific research in the field of innovation management and practice-oriented case studies. The findings illustrate that a deep integration of customer feedback significantly enhances innovation capabilities and increases customer satisfaction. However, the analysis also reveals discrepancies between theoretical models and their practical implementation. In the case of Toa Electronics, it becomes evident that targeted use of modern data utilization strategies and enhanced methodological support can help bridge existing gaps. The conclusion of this work underscores the critical role of systematic and continuous customer integration in the product development process to secure long-term competitive advantages. Companies that can process customer feedback in real time and effectively incorporate it into their product strategies will not only strengthen their innovation capabilities in the short term but also maintain a leading position in the market over the long term.
Date of Award | 2024 |
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Original language | German (Austria) |
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Supervisor | Jörg Kraigher-Krainer (Supervisor) |
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Kundenorientierte Produktentwicklung
Engleitner-Puschnik, S. E. (Author). 2024
Student thesis: Bachelor's Thesis