Development of a framework for customer co-creation in NPD through multi-issue negotiation with issue trade-offs

In complex product design environments, new product development (NPD) becomes all about trade-offs and therefore trade-off management gets an important responsibility for designers. Correspondingly, in these environments, customer co-creation in NPD requires multi-issue negotiation with issue trade-offs. However, there is no study researching customer co-creation in NPD through multi-issue negotiation with issue trade-offs according to our best knowledge. This study presents a framework for customer co-creation in NPD through a multi-issue negotiation mechanism, namely; Modified Even-Swaps, to fill this gap. This mechanism uses a modified version of Even-Swaps method, that finds differences among alternatives and utilizes the differences for assessing the value of multi-issue offers, and that includes a fuzzy-inference-system for bargaining on several issues simultaneously. In the proposed framework, customers are represented by “lead-user”. Thus, negotiation is performed between lead-user and designer. In order to show how the framework works, an illustrative example is also presented.

► This study presents a framework for customer co-creation in NPD through a multi-issue negotiation mechanism, namely; Modified Even-Swaps.
► This study calls attention to use of multi-issue negotiation with issue trade-offs for customer co-creation.
► This study can contribute to raise the success obtained through innovation via improving NPD process.