Ideation Flashcards
Creativity
Building block for innovation
Is application of imaginative thought which results in innovative solutions to many problems - goodman
Techniques for idea generation
Brainstorming Creative problem solving Pictorial brainstorming Metaphorical analogy Suggestion schemes Idea scouting Share ideas, get diversity, spring off each other
Idea generation
Search for innovative ideas and an process for the management of ideas
Issues when managing ideas (Van Den Ende et al)
The objective is to selector the best from these large sets.
Increasing specialisation of scientific and technical knowledge and iT based tools, the number of ideas may become disproportionate to the competition and selective capacity of the firm
Selection becomes costly
Quality of selection suffers
Traditional view of ideation
Manager identify creator and solve a consumer problem by mentoring a creative solution
Internal sources of ideas
Engineering should be aware of new technologies that present new ops.
Sales employees are the front line of contact with customer Marketing Service personelle Top management Problem solving skills r&d teams
Alternative view
Uses internal and external sources
External sources
Open innovation, companies look outsource innovation by buying them in, licensing the tech or collaborating with other companies
Suppliers - trade partners - often innovation flows from the industry
Users act as innovators
Customers - product improvement
Competitors - knowing what leads to there success
Design firms - IDEO and continuum in Boston are 2 firms that design innovation for clients
Unis
Consultants
Distributing agents
Users as innovators
Differs from different forms Users are actively engaged in the development process Users may imitate the prices Associated the pioneering work Lead users
Lead users (VonHippel)
Are users who present strong needs that will become general in market place in months/ years to come.
These needs might foreshadow general demand, the problems and solutions encountered by lead users today might be highly relevant to broader parts of the market tomorrow.
Serve as forecasting laboratory for market research
Customers as innovators (Roberts et al)
Source of competence Source of creativity Requires capability in relationship development Group facilitation Challenges the status quo Identification of key consumers
Brand communities as source of innovation (Füller et al)
Are specialised non geographically brand communities, based on a structure set of social relations and admirers of brand.
Passionate about brand Experienced with product Opinion leader Extensive knowledge Support each other solving problems and generating new ideas
Brand communities examples (Füller et al)
Audi initiated an online development project called ‘virtual lab’. 1,662 car enthusiasts - equipped with a user based design tool, developed ideas for future infotainment systems
Ducati and Harley Davidson use innovative potential from brand communities
Brand communities are considers a…
Desirable means for adding value along the entire innovation process and for contributing to various innovation activities (Füller et al)
Crowdsourcing
Online communities
Open innovation
Anyone anywhere
Portz and schicereir
The value of crowdsourcing can offer users really complete with professionals in generating new product ideas
Innocentive
Companies contract with innocentive as seeks to post r&d challenges
Scientists register as solvers to review challenges and submit solutions online
The seeker company reviews solution. Innocentive issues the reward amount to the winner solver
IBM (VondenEdene)
Invited both employees and external relations to come up with ideas, collecting 40,000 contributions with them leads to issues like cost of selection and quality suffering
VonHippel 4 step process for lead users to be incorporated into market research
1) identify an important market or technical field
2) identify lead users who lead that field in terms of a) experience and b) industry if need
3) analyse lead user need data
4) projects lead user data onto the general marker of interests
Toubia
Idea generation is key component of front end process, often called the fuzzy front end and recognised as one of the highest leveraging points for a firm
Toubia believe that the best known idea generation methods have evolved from
Brainstorming
Schirr
Group techniques involve focus groups, and brainstorming groups
He believes group techniques are not effective for key inputs into org innovations
Group ideation been inferior to traditional method
Cost and speed do not justify group method
However he does argue group methods can have a role in in early stage or innovation to promote and implement user infor, but only after info has been gathered through individual methods first
