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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.

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