New Product Development in an Omnichannel World

26 Pages Posted: 16 Jun 2019

See all articles by Robert P. Rooderkerk

Robert P. Rooderkerk

Rotterdam School of Management, Erasmus University

Santiago Gallino

University of Pennsylvania - Operations, Information and Decisions Department

Date Written: February 2019

Abstract

Firms compete in an increasingly omnichannel environment. Customer journeys no longer follow a single-channel linear path but look much “messier,” involving many channels, firm-owned and external, which are seamlessly integrated through technology. The associated changes in consumer behavior and the ways in which firms interact with consumers have led many firms to reshape the way they innovate their product portfolio. This paper presents a structured overview of some of the most striking changes to firms’ new product development (NPD) process. Starting from the well-known new product funnel, we describe how the omnichannel environment and the technologies that enable it affect the speed and execution of each NPD stage. We illustrate the changes we describe with examples from, among other industries, consumer packaged goods, consumer technology, and fashion. We derive learnings for practitioners involved in product innovation as well as promising avenues for academic research.

Suggested Citation

Rooderkerk, Robert P. and Gallino, Santiago, New Product Development in an Omnichannel World (February 2019). Available at SSRN: https://ssrn.com/abstract=3399214 or http://dx.doi.org/10.2139/ssrn.3399214

Robert P. Rooderkerk

Rotterdam School of Management, Erasmus University ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

HOME PAGE: http://www.rsm.nl/people/robert-rooderkerk/

Santiago Gallino (Contact Author)

University of Pennsylvania - Operations, Information and Decisions Department ( email )

3730 Walnut Street
558 & 559 Jon M. Huntsman Hall
Philadelphia, PA 19104-5340
United States

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