Overcoming the keep the market out premise (Kmop) in product development

A. Lang*, R. Kirschner, A. Kain, U. Lindemann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

4 Citations (Scopus)


Even though market research methods including Open Innovation tools and techniques have improved, most companies have not managed to decrease their flop rate of newly developed products in recent years. As customers we all recognize B2C products, which might mainly have that problem, but flop rates which do not decrease also count for companies, which are active on B2B and B2C markets. For the market information collected, here referred to as market intelligence, it seems to be difficult to move through the organization from the collector - mainly the marketing department - to the R&D department, where developers should use the information in order to develop products, the market is waiting for. What mechanism or tool could this "Keeping the market out premise - Kmop" under which the R&D departments of most companies still develop product help to overcome? Through a qualitative study - focusing on market pull - within 5 internationally operating German companies between 2008 and 2010, the aspects of Kmop were identified, clustered in focus areas and a first concept to overcome the barrier between Market Intelligence and Product Development is proposed.

Original languageEnglish
Title of host publicationProceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 3: Design Organisation and Management
EditorsS. J. Culley, B. J. Hicks, T. C. McAloone, T. J. Howard, M. Cantemessa
PublisherThe Design Society
Number of pages8
ISBN (Print)9781904670230
Publication statusPublished - 2011
Externally publishedYes
Event18th International Conference on Engineering Design - Technical University of Denmark, Copenhagen, Denmark
Duration: 15 Aug 201118 Aug 2011
Conference number: 18th

Publication series

NameICED 11 - 18th International Conference on Engineering Design - Impacting Society Through Engineering Design
ISSN (Electronic)2220-4342


Conference18th International Conference on Engineering Design
Abbreviated titleICED 11
Internet address


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