NUI Galway – UL Alliance First Annual ENGINEERING AND - ARAN ...
NUI Galway – UL Alliance First Annual ENGINEERING AND - ARAN ...
NUI Galway – UL Alliance First Annual ENGINEERING AND - ARAN ...
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Customer Focused Innovation in the Irish MedTech Biopharma Sector<br />
Fidelma Dunne O’Higgins, Kathryn Cormican<br />
College of Engineering and Informatics <strong>NUI</strong> <strong>Galway</strong><br />
m.dunneohiggins1@nuigalway.ie<br />
Abstract<br />
Customer focused innovation (CFI) describes the direct<br />
engagement of enterprises with their customer/end<br />
users, to satisfy unmet customer needs through the<br />
design and development of new products. However,<br />
published research in the area of CFI is mostly<br />
prescriptive and fails to provide enterprises with a best<br />
practice model or tool kit. This research addresses that<br />
gap by conducting an empirical study of CFI use and<br />
contribution to new product development (NPD) in the<br />
Irish MedTech BioPharma sector to generate a best<br />
practice model from the collected data. The study is<br />
timely and contributes to research in the area of both<br />
CFI and NPD.<br />
1. Introduction<br />
In this research new product innovation and in<br />
particular customer focused innovation (CFI) is under<br />
investigation, where enterprises engage directly with the<br />
customer/end user, capturing their requirements and<br />
building on their expertise in the design and<br />
development of new products. Therefore, CFI is also a<br />
driver of innovation as new products are developed to<br />
satisfy those requirements and unmet needs [1, 2]. Many<br />
enterprises have already recognised the potential that<br />
exists within their customer/end user base and are taking<br />
measures to capture this potential [3, 4]. Focusing on<br />
the Irish MedTech BioPharma sector the study identifies<br />
enterprises engaged in CFI, the contribution CFI makes<br />
to NPD and the systems currently employed. In the<br />
process this research addresses the following questions:<br />
Is CFI currently used in the innovation of new products<br />
in the Irish MedTech BioPharma sector? Which firms<br />
use CFI and how is it implemented? What are the<br />
systems and interfaces required to support CFI and its<br />
related knowledge transfer in the modern firm?<br />
2. Aim of the Research<br />
The main aim of this research is to generate a best<br />
practice model for the successful employment of CFI in<br />
the Irish MedTech BioPharma sector. Empirical studies<br />
identify the enterprises successfully engaging with<br />
customers to this end, together with the systems,<br />
processes and supports necessary for the successful<br />
employment of CFI at enterprise level.<br />
74<br />
3. Methods<br />
The research begins by synthesising the literature<br />
relating to CFI and new product development. Empirical<br />
field work, including survey, question led interviews<br />
and case studies identify enterprises within the Irish<br />
Medtech BioPharma sector who are currently involved<br />
in new product development through CFI. In depth<br />
interviews with educational institutions, government<br />
bodies and other stakeholders, add to the data collected<br />
and lay the foundations for generating a CFI best<br />
practice model. The study builds on previous research in<br />
other sectors and considers cross sector application of<br />
the model generated.<br />
4. Outcomes<br />
By conducting this research the author raises<br />
awareness and generates debate regarding the<br />
employment of CFI as a means of increasing new<br />
product development in the Irish MedTech BioPharma<br />
context. The initial identification of firms engaged in<br />
NPD through CFI provides valuable data for future<br />
research. Finally, the research findings and CFI model<br />
generated provide enterprises with a vehicle to drive<br />
innovation by responding to the expressed needs of their<br />
customer/end user through the development of new<br />
products.<br />
5. References<br />
[1] Drucker, P., Innovation and Entrepreneurship. 2007:<br />
Butterworth-Heinmann.<br />
[2]Cooper, R.G. and S.J. Edgett, Maxmising<br />
Productivity in Product Innovation. Research<br />
Technology Management, 2008. 51(2): p. 47-58.<br />
[3] Birkinshaw, J., Terjesen, S., The Customer-focused<br />
Multinational: Revisiting the Stopford and Wells Model<br />
in an Era of Global Customers, in The Future of the<br />
Multinational Company, J.G. Birkinshaw, S. Markides,<br />
C. Stopford, J. Yip, G., Editor. 2010, Wiley: London.<br />
[4] Desouza, K.C., et al., Customer Driven Innovation.<br />
Research Technology Management, 2008. 51(3): p. 35-<br />
44.