Integration of marketing domain and R&D domain in NPD design process

Purpose – To solve the trade‐offs between marketing and R&D domains and to minimize information loss in new product development (NPD), this study proposes an integrated design process as a new solution to the interface system between the two domains. Design/methodology/approach – House of Quality integrated with multivariate statistical analysis is used for determining important design features. These design features are used as parameters for conjoint analysis and Taguchi method, and then the results of analyses are compared. Sequential application of conjoint analysis and Taguchi method, depending on the differences in utilities and signal to noise ratios, is applied for the integrated design process. An automotive interior design is illustrated for the validation of the integrated design process. Findings – The integrated design process determines a point of compromise between the optimums of conjoint analysis and Taguchi method. Sequential application of two methods ensures full utilization of both methods and no loss of information. Research limitations/implications – More illustrations on NPD are needed to verify the proposed process. Practical implications – The design process suggested in this study can be used for process innovation in six sigma approach and be integrated with value chain intelligently. This study proposes the strategic guideline of the integrated design process for enterprises. Originality/value – The integrated design process suggests the solution for the trade‐offs between marketing domain that pursues the utility of product and R&D domain that emphasizes robustness of product quality. This integrated design process will give enterprises competitive advantages in NPD.