Barriers to Customer Integration into New Product Development Process

Focusing on the challenges faced by Small and Medium Enterprises (SMEs) in Pakistan, this book explores the barriers to customer integration in product development. It contrasts the practices of multinational corporations with those of SMEs, highlighting issues such as resource limitations, lack of awareness, and technology deficits that hinder customer involvement. The analysis aims to shed light on the consequences of these barriers, including the shutdowns experienced by both multinationals and SMEs, providing valuable insights for improving customer engagement strategies.