Continuous learning using dissatisfaction feedback in new product development contexts

Purpose – The purpose of this paper is to explore how various dissatisfaction feedback transferrals contribute to the decision‐making process in product development contexts. Design/methodology/approach – The paper presents the results from a qualitative interview‐based study of 16 product development organizations and their customer dissatisfaction feedback systems; 84 percent of the companies within a machine industry segment in Sweden are covered. Findings – Based on the empirical investigation, a taxonomy of five decisions based upon dissatisfaction feedback is developed: reactive, preventive and developmental decisions are connected with exploitation of products, while future developmental and future preventive decisions are connected with exploration of future products. Originality/value – The project is essentially managerial, aiming to provide managers and other decision makers with a framework that displays how various dissatisfaction feedback transferrals contribute to various decisions in product development contexts. The paper highlights that despite costly investigations in customer feedback systems, very few customer dissatisfaction feedback transferrals are connected to explorative future developmental actions.