Table 3 Theoretical framework and case...

Table 3

Theoretical framework and case analysis

Theoretical framework Meyer and Zach (1996), Davenport and Kudyba (2016)		Case study (ABC Online-Marketing GmbH)
NPD stages proposed	Main aspects	NPD stages identified in the case study	Main aspects
Product conceptualization	Product definition, data screening and product model guidelines formalized and justified in light of increasingly fragmented and sophisticated needs	Idea generation	Fuzzy product ideas from various sources, within and outside the firm
Acquisition	Establishing data requirements for the product		Continuous market scanning for ideas
	(2) Combining different sources (internal and external) and types (structured and unstructured) of data		(2) Participative process with people from all areas in informal gatherings, including top management
	(3) Continuous analysis of quality, scope, breadth, depth, credibility, accuracy, timeliness, cost, control and exclusivity		(3) Market information obtained via networking, interaction with customers, internet research and meetings. No formal market research is conducted
Refinement	Data treatment and usage of advanced analytic methods, e.g. automated tools, for gathering, combining and processing data speedily to create products aligned to market requirements, generating value for customers	Idea validation	Validation through verification of pre-existing offers in the market
			(2) Content acquisition and adjustments
			(3) Reliance on the company's network
			(4) Participative process and consensus-based decisions
			(5) Culture of product scrutinization
Storage retrieval	Knowledge management software, data search specificity and usage of analytical tools; retrieving and usage of data in different formats	Product Creation	Intense and continuous information exchange between all NPD members
			(2) Screening for available competitive offers, verifying deficiencies and improvement opportunities, and use the firm's expertise to create a superior version with content and aesthetics
			(3) Customization and recombination of information for new products
			(4) Ethical precautions
Distribution	Timing and frequency, medium of delivery. Web as main channel	Product launch	Three substages: pre-launch, launch and post-launch series
Distribution			(2) Use of CRM software: Automatic e-mails and tracking of interaction
Presentation	Value generated by information products (DIPs included) depending on easiness of use and interactive resources
Market feedback	The need for continuous innovation and monitoring of product usage, generating analytics-based data and enabling product development iteration		(3) Instant distribution through the Web
			(4) Aesthetics highly valued as it signals reliability
			(5) Customer feedback
			(6) Access to continuous product update within contract duration

Theoretical framework Meyer and Zach (1996), Davenport and Kudyba (2016)		Case study (ABC Online-Marketing GmbH)
NPD stages proposed	Main aspects	NPD stages identified in the case study	Main aspects
Product conceptualization	Product definition, data screening and product model guidelines formalized and justified in light of increasingly fragmented and sophisticated needs	Idea generation	Fuzzy product ideas from various sources, within and outside the firm
Acquisition	Establishing data requirements for the product		Continuous market scanning for ideas
	(2) Combining different sources (internal and external) and types (structured and unstructured) of data		(2) Participative process with people from all areas in informal gatherings, including top management
	(3) Continuous analysis of quality, scope, breadth, depth, credibility, accuracy, timeliness, cost, control and exclusivity		(3) Market information obtained via networking, interaction with customers, internet research and meetings. No formal market research is conducted
Refinement	Data treatment and usage of advanced analytic methods, e.g. automated tools, for gathering, combining and processing data speedily to create products aligned to market requirements, generating value for customers	Idea validation	Validation through verification of pre-existing offers in the market
			(2) Content acquisition and adjustments
			(3) Reliance on the company's network
			(4) Participative process and consensus-based decisions
			(5) Culture of product scrutinization
Storage retrieval	Knowledge management software, data search specificity and usage of analytical tools; retrieving and usage of data in different formats	Product Creation	Intense and continuous information exchange between all NPD members
			(2) Screening for available competitive offers, verifying deficiencies and improvement opportunities, and use the firm's expertise to create a superior version with content and aesthetics
			(3) Customization and recombination of information for new products
			(4) Ethical precautions
Distribution	Timing and frequency, medium of delivery. Web as main channel	Product launch	Three substages: pre-launch, launch and post-launch series
Distribution			(2) Use of CRM software: Automatic e-mails and tracking of interaction
Presentation	Value generated by information products (DIPs included) depending on easiness of use and interactive resources
Market feedback	The need for continuous innovation and monitoring of product usage, generating analytics-based data and enabling product development iteration		(3) Instant distribution through the Web
			(4) Aesthetics highly valued as it signals reliability
			(5) Customer feedback
			(6) Access to continuous product update within contract duration

Source(s): Research data

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