Uncovering Customer Orientation in Product Development - A Qualitative Study based on the Software Industry

PURPOSE: The purpose of this research project is to further advance theory on management of product development by providing insights on customer orientations. The study contributes to the literature by bringing in Actor-Network Theory (ANT) as a new perspective to theorize the process of translations between customer orientation and engineering orientation within product development. RELEVANCE: Due to a mismatch in thinking between customer and development teams it is observed that it can be complicated for a product manager to help the development teams to perceive the product in terms of the customer usage. The inability of software development teams to incorporate customer perception into product development leads to unwanted delays and increased costs. METHODOLOGY: A qualitative research method was employed with an interpretive approach, using an abductive approach of reasoning. Eight face-to-face and electronic semi-structured interviews were conducted, utilizing hermeneutic analysis. FINDINGS: Our findings indicate that tensions between product development and customer orientation could be best confronted by stressing the use of technological artifacts as a medium of communication, and cross-functional management for translating customer orientation. The role of the PM as a mediator, collaborator and influencer is emphasized and crucial for negotiating a balance between a dominant engineering approach with customer orientation in product development. Knowledge visualization tools support the transfer of tacit knowledge and enable knowledge creation. CONTRIBUTIONS: Our contribution is an in depth understanding of the underlying tension that exist when incorporating customer perception in product development. We have endeavored to make sense of product management challenges in this respect

Fuzzy Front End of Innovation Process Management in High Technology Companies: Knowledge Sharing in Virtual Communities of Practice.

This thesis seeks to examine the challenges inherent in creating and managing knowledge at the front-end stages of innovation. Specifically, the work develops new knowledge to understand how the formation of Virtual Community of Practice (VCoP) informs the front end of New Product Design (NPD) and the use of uncodified knowledge to achieve Fuzzy Front End (FFE) innovation outcomes. The ‘fuzziness’ comes from the fact that this cannot be codified and therefore predicted. This is relevant because a lot of new product failures have been attributed to the lack of management at the Fuzzy Front End of Innovation (FFEI) and the technologies at play in this stage. It is for these reasons that the FFE is a very important aspect of potentially successful innovations (Coates, 2009). Studies have shown that ‘speed to market’ and ‘product quality’ play a role in the positive impact of investment at the FFE phase on subsequent profitability (McNally et al., 2011). This is particularly significant, as it has also been established that expenses incurred in the later stages of the innovation process do not have any significant effect on the profitability of new product innovations (McNally et al., 2011). The ‘fuzziness’ and intangible nature of the FFE phase of NPD creates and adds to the complexities and challenges experienced in the management of these activities. Scholars have therefore called for a richer understanding of this phase through more extensive research at the FFE to advance the innovation management discipline as a whole (Bertels et al., 2011). In order to identify the problem areas at the FFE, the researcher has uncovered recurring themes and concepts in the knowledge management field, observing a positive connection between tacit knowledge, knowledge transfer and Situated Learning Theory (SLT) of Community of Practice (CoP) at the FEI within high technology organisations. This is supported by empirical evidence, which states that individuals or groups with more social connections are more likely to be innovative, creative and share knowledge than isolated people or groups (Bjork & Magnusson, 2009). This in turn points to the knowledge transmission benefits of a CoP, particularly in relation to the transfer of tacit knowledge. However, understanding remains undeveloped theoretically, conceptually and empirically with regard to how a CoP in a physical environment, and in particular within a VCoP in a virtual environment, can operate effectively to resolve problems at the FFE of the innovation stage. Findings from the research suggest that the FEI should not be structured, and that businesses need to build an enabling environment to sustain the FFEI. Innovation on the front or back end should not be left to itself either, it has to be managed or governed in some way. In order to develop and manage VCoP at the FFI, this research recommends a sustainable, flexible and adaptable innovation process. This may be understood as creating a vehicle for the innovation process filtered through several gates where all experiences and the innovation journey itself is properly scrutinised. It is further proposed that this approach can also assist in the mitigation of risk. Finally, the use of virtual communication tools such as emails, online repository, virtual workspace and video conferencing for VCoP activities has become standard working practice for many businesses. Organisations who pay close attention to finding better ways to utilise, adapt and apply these tools to specific VCoP projects will be more likely achieve positive results

Learning with Mobiles. A Developing Country Perspective on Mobile Technologies use in Learning for Livelihood Support

Paper VI is excluded from the dissertation until it will be published.This doctoral thesis focuses on understanding the role of mobile technologies as tools to enhance learning for livelihood support. To date, the body of knowledge on the use of mobile technologies for development is growing, as mobiles avail a chance for many developing countries’ communities to improve their economic and social well-being. The current integration of mobile technologies for development has to a large extent focused on information dissemination, with less emphasis on how mobiles offer learning spaces to propel development. Yet, mobile technologies offer possibilities for access to learning for communities in resource constrained settings. Dedicated studies in pedagogical integration of mobile technologies in teaching and learning mainly focus on formal and informal learning classroom-related activities, neglecting the substantial majority like smallholder farmers who constitute the biggest percentage in many rural areas.publishedVersio

Communication in transit : a study of newsroom content management systems

Professional project report submitted in partial fulfillment of the requirements for the degree of Masters of Arts in Journalism from the School of Journalism, University of Missouri--Columbia

Museums as part of the network of digital culture: A comparative study between the Republic of Korea and the UK

This thesis explores the networks of digital culture surrounding six national museums in the Republic of Korea and the UK. Via qualitative research methods, it answers the following research questions: 1) How do the dynamics between the key actors in the museum sector affect the use of digital technology as a foundation of visitor experience? 2) How have museum practices evolved to accommodate digital technology? This study also draws comparisons and contrasts between the two countries’ different approaches to digital culture in museums. Based on Actor-Network theory (ANT) and activity theory (AT), this research identifies actors who have influenced the digital projects of the case museums, for example, government, the museum itself, museum practitioners, digital industry, the public, and so on. The ways they have interconnected with each other are analysed also, as is tracing the actors. The research also highlights the importance of communities of practice (CoP) for museum practitioners’ professional development because of the rapid evolution of technology and the nature of museum digital projects that are situated between the digital and museum sectors. A comparative analysis between the two countries’ national museums is also presented through different actors, their roles and their relationship with the museums. The research also identifies how communication and learning theories adopted in digital projects are dependent on the museums’ overall missions, working processes, and the actors involved in the development of the digital projects. Most digital projects seem to adopt one-way communication and focus on knowledge delivery. However, game-like digital exhibits, maker spaces and online crowdsourcing projects that further consider learner-centred and sociocultural learning approaches are also found, although the museums in the two countries have different approaches. Based on the research findings, this research provides a holistic context for understanding the digital phenomenon in museums and the degree to which the museums have shaped/been impacted by digital culture. I also suggest that museums develop digital projects through a collaborative process and harness digital technology to empower the public