Participatory Design In NPD Through Co-Creation - A Connected Vehicle Design Strategy For Korean Automobile Manufacturers -

Recently, arise from costumers’ concerns and wants in automobile industry are increasing in terms of safety and convenience, automobile industry is encouraging the development of car connectivity through technological convergence with IT industry in South Korea (Cho et al., 2012). Today’s enterprises are encouraging collaborations to hold a dominant the competition through diverse strategies. In spite of the fact that they try to effective collaboration, these enterprises are used to face with several barriers. Furthermore, these barriers lead to incorrect collaboration in NPD (New Product Development) but also adversely affect their growths (Hansen, 2009). 70% to 80% of new product development that fails does so not for lack of advanced technology, but because of a failure to understand users’ needs (Hippel, 2007). A lack of supporting user-experiences undermines the value of costumers due to old-fashioned thinking of recent connected vehicle market (Hong et al, 2012). This research recommends a strategic model of co-creation in connected vehicle design development. In order to maximise the potential use of co-creation that will benefit the connected vehicle development in NPD process and contribute to the Korean automobile manufacturers’ strategic thinking. Therefore to explore the effective use of co-creation in products and services design process will be the aim of this research.