Steps Towards a Consumer-Driven Concept Innovation Machine for 'Ordinary' Product Categories in Their Later Lifecycle Stages
Howard MoskowitzMoskowitz Jacobs Inc., United States
Michele ReisnerMoskowitz Jacobs Inc., United States
Bert KriegerMoskowitz Jacobs Inc., United States
Kjell OksendalFuture Information Research Management (FIRM), United States
When business people talk about innovation they usually talk about poorly defined 'fuzzy front end'. Researchers in particular and business in general are good at metrics which quantify how strongly a product concept performs. Researchers are not quite as good at creating new ideas, often ceding this creative job to outside sources, with...