"others. However, the authenticity of the Internet data is sometimes arguable andconsumers are hesitant to provide information about them as compared to directinteraction. But at the same time, the success rate as well as consumer involvementis much higher in case of Internet in the overall process. The increased rate ofInternet sales can also be accounted for the increased emphasis on Internet usage.E-commerce sales increased by 12.1% in 2001 and are expected triple the figure infive years. (Greenspan, 2002) Internet consumers are more likely to give feedbackto the products or prototype models and hence somehow involve themselves in theprocess through Internet. As per a conducted survey, 83 percent use online previewsand 61 percent used sources like blogs and customer feedback before making anydecision. This reveals the increased involvement of consumers through Internet andhence the role being played by Internet. (Anna Johnson, 2008; July 10)Asacknowledged by Hoffman, Novak and Chatterjee (1995), interactive character ofInternet is the input attraction for a strong consumer-producer relationship. However,the evaluation procedure of a firm determines the success or failure of a new productperformance. (Davis, 1987; Pine, 1993)Firms are thus emphasizing on theincreased usage of Internet and thus well directed consumers’ participation. 40 COMPANIES WITHOUT INVOLVING CONSUMERS: ANOVERVIEWIs it necessary to involve consumers and if so, to what extent? This question hasbeen discussed by numerous researchers across different corporations. Despite ofwell known service sector, there is inadequate literature behind the servicedevelopment factors and the role consumers` plays. (Johne and Storey, 1998;Sundbo, 1997)de Brentani (1989) has proposed the traditional association ofinnovation to tangible products. Therefore, the service development is deemed to bedifferent than that of NPD process. The involvement of consumers is thedistinguishing factor between the two sectors. (Ennew and Binks, 1996) Theservice sector usually involves the consumers during the delivery phase andtherefore a more intimating relationship can be observed. (Alam, 2000; Harris et al.,1999; Sundbo, 1997; 515)Further, social media interaction, which has grownpopular amongst customers, is a sound method of involving consumers. However,30 percent of the companies are lacking of a program to grip this demand. (CynthiaBoris, 2010; July 19)The financial sector across the world tends to follow the competitors way indesigning new products rather than involving consumers. However, the consumersare involved at the delivery phase. Despite of lack of consumer involvement, biggiants like HSBC, Barclays etc are doing well in the industry. The non involvement ofconsumers in the design process is quite feasible; they cannot design an insuranceproduct but can provide suggestions by comparing it to some other company`sproduct. The testing step is found to be a major setback in the banking sector. Forinstance, it would not be feasible to say that an ATM card can be tested or the levelof service can be judged by the virtual images. However, the certifications of thesecurity can be convincible. 41 CONCLUSIONDifferent corporations across the world are competing to capture more customersand to accomplish their objectives, are focussing on formulating strategies to luremore customers. The overall research and study helps to reach a conclusionwherein the conventional design process is preceded by active participation of theconsumers. NPD is a complicated and lengthy process. The traditional methods ofthe NPD processes have been replaced with the more advanced ones usinginnovative ideas and emphasis is given on the role of Internet. The research hasshown that large number of new products fails on account of lack of consumerinvolvement. The firms must be able to identify the problems and should actaccordingly to seek the solutions. This study is focused to address the reasons for increasing number of new productfailures in different industries. The failure rate is found to be as high as 90% which isa staggering figure. NPD process is a lengthy process and firms have to constantlyfigure out each step with appropriate attention. For instance, the idea generation isthe first step but if it is not screened properly, the plan will have a high probabilityrate of failure. Similarly, if the research technique is not appropriate, the firm wouldnot able to identify the potential market and would not be able to deliver the bestproduct. Innovation is been highly talked about as the modern market appreciatesinnovation and it can lead to higher success rate. The role of Internet has beenstudied to be crucial in regards of the research process as well as innovation alongwith many other aspects of the NPD process. However, there are some instanceswhere the consumers are not involved by a few industries during the developmentphase due to the complexity of the product type. However, the involvement is foundduring the delivery phase. Banking is one sector wherein the consumers are usuallyinvolved during the delivery phases. Difficulty in product or concept testing step isfound to be the major reason or setback in case of service sector.Innovation is studied to receive considerable attention in the NPD process. It isacknowledged that it lies at the core of the industry`s success by significantinvolvement of consumers as the user-led innovation is highly valued to deliver42 "