Final Article Review
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Gallino & Rooderkerk's "New Product Development in an Omnichannel World," talks
about the struggles and processes that companies must adapt to the evolving business world.
Highlighting the lack of face-to-face customer interactions due to digitalized apps that allow us
to try on clothes and shoes without having to be present in the store. Gallino and Rooderkerk
point out that the shift of a business-to-business (B2B) setting is lacking in the omnichannel
world, providing the alternative of business to consumers (B2C) to better adapt to a customer’s
needs. Providing examples where companies use these business tactics and end up benefiting
while making consumers feel like they are a part of the company rather than just an everyday
customer.
In the digital world, we live in, it is often that we lack the need to get up from the couch
or office chair to make a purchase, we often see something we like and just check out online. To
refrain from losing the consumer in places like stores and other retail locations, companies like
Nike and Lego have begun to implement the omnichannel world when developing new products
by allowing the customers to make the design choice in their next pair of shoes or even in a new
Lego set. In the text it states, “ On this platform, registered participants suggest an idea for a
LEGO box that fits a certain pre-specified theme… They can construct the picture using actual
LEGO pieces or digital tools made available by LEGO” (89). Participants of “LEGO Ideas” are
given the option to either physically make the Lego set they intend to submit or use LEGO’s
digital tools, which they can go ahead and then transfer to their manufacturers and then make it
available to the general public if they were to win the contest. Effectively developing a new
product in an omnichannel world while growing their business.
Final Article Review
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The shift from using another business’ strategy and what is most effective for other
companies and instead allowing for there to be a Business to Consumers connection in between
it all shows that there is thought put into what the consumer seeks in a product or service. This
can be seen in Samsung Galaxy’s “Note 7” tragic failure where the focus was not always on
making sure all the phones were bought but instead that the customer’s safety was prioritized
when the phones began to explode. In the article, it states, “Just trade in your fancy new Note 7,
and they’d replace it with a new phone powered by the safer battery.” This shows maturity from
Samsung where they admit their mistake based on customer feedback and recall the phones,
issuing new ones. In planning new products it is essential to allow the consumer to provide any
thoughts they feel are important, at the end of the day they will only buy what is in their best
interest.
Final Article Review
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