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| Author: | Backman, M. Börjesson, S. Setterberg, S. |
| Title: | Working with concepts in the fuzzy front end: exploring the context for innovation for different types of concepts at Volvo Cars |
| Journal: | R & D Management
2007 : JAN, VOL. 37:1, p. 17-28 |
| Index terms: | car industry new products technological innovation R&D Scandinavia Nordic countries Sweden |
| Language: | eng |
| Abstract: | To stand out in a competitive market, automotive firms are balancing the increasing needs for cost and time efficiency with the necessity of developing more innovative products. This paper deals with the need for alternative and contingent approaches in the front end of new product development (NPD) to consider the transfer of other types of concepts. ... It is argued that all new concepts need to be conceptualized before being introduced to the NPD process. However, this does not always be enough. Concepts other than technology concepts also need a contingent package to enable an evaluation in the context of the R&D process, that is, they need to be contextualized. Based on an interview study with key NPD persons, this paper draws on an in-depth case study of Volvo Cars within a long-lasting collaborative research setup. |
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