New Product Development and consumer culture: a review
Journal article, 2012

This paper assesses how consumer culture has been addressed in New Product Development (NPD) literature. Based on a classification of NPD-related theories, a set of consumer-culture-related theories is used to identify and categorise relevant literature. User research is not found to be a core method used in the studied literature, and a large number of studies rely on secondary data. Most references study culture’s role in the final phases of NPD when the characteristics of a product are defined, but a lack of guidelines for considering culture in the early phases of NPD was identified.

cultural models

emerging markets

consumer culture

product adoption

user research

evolutionary framework

new product development


product diffusion



Bijan Aryana

Norwegian University of Science and Technology (NTNU)

Casper Boks

Norwegian University of Science and Technology (NTNU)

International Journal of Product Development

1477-9056 (ISSN) 1741-8178 (eISSN)

Vol. 16 1 45-62

Subject Categories

Production Engineering, Human Work Science and Ergonomics

Other Mechanical Engineering

Business Administration



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