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Do Too Many Chefs Spoil the Broth? : Customer Involvement in Mobile Handset Development.

The role of customers in new product development has recently attracted increasing attention from both scholars and practitioners. The general attitude towards user involvement in developing process seem to be affirmative and optimistic, however some controversy still remains. In the case of mobile handset development, practitioners’ primary focus is rather on business customers and regulators’ requirements than on end-users need. The primary objective of this research is to look at firm-customer interface, by discovering what kind of customer information is taken into consideration during new mobile handset development process, how this information is obtained, processed and further communicated into technical product specification.