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Le Cunff, Eric 
ORCID: https://orcid.org/0000-0001-6608-7055
(2025)
A Design-Oriented Framework for Customer Co-Creation Development of New Digital Products involving Cross-Functional Teams An Organisational Perspective in the Swiss Media Industry.
PhD thesis, University of Gloucestershire.
doi:10.46289/GPFR8955
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15419 Le Cunff, Eric (2025) A Design-Oriented Framework for Customer Co-Creation Development of New Digital Products involving Cross-Functional Teams PhD.pdf - Accepted Version Available under License All Rights Reserved. Download (10MB) | Preview |
Abstract
This research addresses the limited exploration of hybrid processes for customer co-created new product development (NPD) involving cross-functional teams. While existing studies often focus on individual elements like hybrid NPD processes, customer co-creation, or cross-functional teams, this study combines all three. This research develops a unique design-oriented framework tailored for the Swiss media industry. It employs the design science research (DSR) process and a multi-phase qualitative research design, encompassing the five largest Swiss media companies. Data was collected through three interview phases of ten interviews, with five Swiss media companies embedded within. An inductive-deductive approach guided the data analysis along the DSR process, culminating in the development of a design-oriented framework of this study. This study has four key findings. Firstly, customer co-creation is not widely used in the Swiss media industry due to misunderstandings and perceived obstacles such as resource constraints. Secondly, agile methods in product development often deviate from theoretical ideals, especially when implementing scrum. Thirdly, product managers are central to product development, but there is a lack of clarity regarding the distinction between product managers and product owners. Fourthly, the Swiss media industry is lacking a structured process for crucial NPD elements: overarching structure, technology, and quality control. This research contributes to theory in three ways. First, it develops a design-oriented framework for hybrid NPD structures, merging application lifecycle management with design thinking, user-centred design, stage-gate processes, lean start-up methodologies, and scrum. Second, it explores customer co-creation barriers, highlighting the interplay of motivation and collaboration, the importance of dedicated communication management, and context-specific social media limitations. Third, it outlines cross-functional roles and structures across the entire NPD process, offering a broadly applicable framework for NPD of digital products.
| Item Type: | Thesis (PhD) | |||||||||
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| Uncontrolled Keywords: | New product development; Customer co-creation; Cross-functional teams; Swiss media industry; Customer centricity; Digital product innovation; Design thinking; User-centred design; Stage gate; Quality gates; Most viable product; Lean startup; Agility; Hybrid process | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD66 Work groups. Team work in industry. Quality circles H Social Sciences > HF Commerce > HF5001 Business > HF5549 Personnel management. Employment management Q Science > QA Mathematics > QA76 Computer software > QA76.9 Other topics > QA76.9.H85 Human-computer interaction |
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| Divisions: | Schools and Research Institutes > School of Business, Computing and Social Sciences | |||||||||
| Depositing User: | Kamila Niekoraniec | |||||||||
| Date Deposited: | 09 Oct 2025 10:53 | |||||||||
| Last Modified: | 09 Oct 2025 10:53 | |||||||||
| URI: | https://eprints.glos.ac.uk/id/eprint/15419 |
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