Technology & Innovation
This article is made in fulfilling the assignment of DBA program in MSM, Netherlands under the lecture of Behavioral Science of Prof McDonough III and Prof Steve Foster on October 9′ 2003
Title: Catering Technology and Innovation to More Hedonistic Customers in Indonesia: A Perspective on New Product Development and Innovation in Automotive Sector
ABSTRACT: The issue that need to elaborate in this article is that changing in the development of technology and innovation driven by factors such as strategies and competence based on their characteristic, integrated process in manufacturing, perspective to catch customer needs, speed of each manufacturers to deliver the products to market, design of product and quality, cost of productivity and competitive of selling price are becoming key variables affecting the Indonesian hedonistic customers to choose these products.
Many researchers indicated that the Indonesian hedonistic customers (Auto Survey, 2001) need the pre-save technology, better of quality and safety, greater of comfort, better of performance and lower price for the automotive new product development. For this purposes, this article tried to limit discussion on a group of hedonistic customers (a sample of 100 people that have a net earning more than US$ 100,000.00 each year) with focus of three type of products in the same level of class (Grand Cherokee, Toyota Harrier and Mercedes Vito-L) manufacture by each different car manufacturers (General Motor, Toyota and DaimlerChrysler). References are taken from both, literature about the new product automotive production and behavioral science reference.