Beyond Customer Needs Software Development: an Empirical Investigation of Its Forms and Individual-Level Causes

Bianchi, Mattia and Marzi, Giacomo and Zollo, Lamberto (2018) Beyond Customer Needs Software Development: an Empirical Investigation of Its Forms and Individual-Level Causes. In: 25th IPDMC: Innovation And Product Development Management Conference, 10-13 June 2018, Oporto, Portugal.

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Beyond Customer Needs Software Development: an Empirical Investigation of Its Forms and Individual-Level Causes

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Abstract

Beyond customer needs excessive development is the practice of creating new products that exceed what is required by the market. It is a widespread phenomenon at the base of the failure of many innovation projects. This study classifies beyond customer needs excessive development according to the nature of the excess and the process phase when it occurs, and investigates how different forms of excessive development relate to four individual-level factors: rationality, intuition, emotional attachment and reliance on past experiences. Using survey data on 307 software developers, this study shows the existence of four types of excess, three occurring in the requirements specification phase and respectively referring to technological innovation excess, unfocused product excess and market satisfaction excess, and one occurring in the downstream implementation phases. A structural model finds positive interactions between various forms of excess and suggests that individual-level factors exert a different, often opposing, influence on excessive software development depending on the excess’ type. The same causes of technical innovation specification excess, rationality and emotional attachment, might act as remedies for post-specification excess. These findings contribute to research in new product development and innovation management by offering a detailed picture of excessive software development’s nature, extent and causes.

Keywords:overdesign, overspecification, overequirements, NPD
Subjects:N Business and Administrative studies > N210 Management Techniques
N Business and Administrative studies > N213 Project Management
Divisions:Lincoln International Business School
ID Code:32400
Deposited On:26 Jun 2018 13:52

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