TY - JOUR
T1 - Reasoning in the fuzzy front end of innovation
T2 - Framing the product DNA
AU - Haase, Louise Møller
AU - Laursen, Linda Nhu
PY - 2018/6/1
Y1 - 2018/6/1
N2 - Designing a remarkable product innovation is a difficult challenge, which businesses today are continuously striving to tackle. This challenge is particularly present in the fuzzy front end of innovation, where the main product concept, the DNA of the innovation, is determined. A main challenge in the fuzzy front end is the reasoning process: innovation teams are faced with open-ended, ill-defined problems, where they need to make decisions about an unknown future but have only incomplete, ambiguous and contradicting insights available. We study the reasoning of experts, how they frame to make sense of all the insights and create a basis for decision-making in relation to a new project. Based on case studies of five innovative products from various industries, we propose a Product DNA model for understanding the reasoning in the fuzzy front end of innovation. The Product DNA Model explains how experts reason and what direct their reasoning.
AB - Designing a remarkable product innovation is a difficult challenge, which businesses today are continuously striving to tackle. This challenge is particularly present in the fuzzy front end of innovation, where the main product concept, the DNA of the innovation, is determined. A main challenge in the fuzzy front end is the reasoning process: innovation teams are faced with open-ended, ill-defined problems, where they need to make decisions about an unknown future but have only incomplete, ambiguous and contradicting insights available. We study the reasoning of experts, how they frame to make sense of all the insights and create a basis for decision-making in relation to a new project. Based on case studies of five innovative products from various industries, we propose a Product DNA model for understanding the reasoning in the fuzzy front end of innovation. The Product DNA Model explains how experts reason and what direct their reasoning.
KW - Fuzzy front end of innovation
KW - decision-making
KW - design
KW - framing
KW - product DNA
KW - reasoning
UR - http://www.scopus.com/inward/record.url?scp=85045855168&partnerID=8YFLogxK
U2 - 10.1142/S1363919618400017
DO - 10.1142/S1363919618400017
M3 - Journal article
SN - 1363-9196
VL - 22
JO - International Journal of Innovation Management
JF - International Journal of Innovation Management
IS - 5
M1 - 1840001
ER -