Chapter 4

Question 1

What is the process of Concept Generation, the process from Opportunity Identification to Concept/Project Evaluation?

Answer 1

1. Prepare for Ideation
2. Identify a Problem
3. Solve Problem (Technology, Team, End-User)
4. Pool New Product Concept, from vague ideas to working prototypes

Question 2

Barriers to Firm Creativity:

1. Cross-functional diversity: Diversity leads to more creative stimulation but also to problem solving difficulties
2. Allegiance to functional areas: Team members need to have a stake in the team’s success, or won’t be loyal to the team.
3. Social cohesion: If interpersonal ties among team members are too strong, candid debate may not occur, resulting in less innovative ideas.
4. Role of top management: Management should encourage the teams to be adventurous, otherwise only incremental changes will occur.

Answer 2

No Answer

Question 3

What are the required inputs to the creation process (3)? What is the relationship between the three?

Answer 3

1. Form (the physical thing created, or, for a service the set of steps by which the service will be created)
2. Technology (the source by which the form is attained)
3. Benefit/Need (benefit to the customer for which the customer sees a need or desire)

Notes:

• Technology permits us to develop a form that provides the benefit.
• The innovation process can start with any of the three inputs.

Question 4

What is a product concept? What is the rule for creative process inputs for a feasible new product concept and a new product?

Answer 4

A product concept is a verbal or prototype statement of what is going to be changed AND how the customer stands to gain or use.

The rule is that you need at least two of the three inputs to have a feasible new product concept, and all three to have a new product (think of the three-circle Venn diagram).

Question 5

What are the two broad categories of methods for generating product concepts?

Answer 5

1. Gathering Ready-Made Product Concepts (New Products Employees, End Users, Resellers/Suppliers/Vendors, Competitors, The Invention Industry (investors, etc.), Idea exploration firms and consulting engineers)
2. Using a Managed Process Run by the New Products Team

Question 6

What are lead users? What are they important for?

Answer 6

Lead users are customers who currently are experiencing needs that are not yet common in the marketplace but may be coming months or years. They are an important source of new product ideas.

Question 7

Genius Thinking Strategies:

• Geniuses find many different ways to look at a problem.
• Geniuses make their thoughts visible.
• Geniuses produce.
• Geniuses make novel combinations.
• Geniuses force relationships.
• Geniuses think in opposites.
• Geniuses think metaphorically.
• Geniuses prepare themselves for chance.

Answer 7

No Answer

Question 8

Why do you need a product concept and not just an idea?

• Needed to judge whether it is worthy of development
• Potential customers do not have enough information to judge the worthiness of an idea: the product concept gives them the required information

Answer 8

No Answer