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| Author: | Reid, S.E. Brentani, U. de |
| Title: | The fuzzy front end of new product development for discontinuous innovations: A theoretical model |
| Journal: | Journal of Product Innovation Management
2004 : MAY, VOL. 21:3, p. 170-184 |
| Index terms: | Product development New products Innovation Theories Models |
| Language: | eng |
| Abstract: | The fuzzy front end of the new product development (NPD) process, the time and activity prior to an organization's first screen of a new product (hereafter as: NP) idea, is the root of success for firms involved with discontinuous NP innovation. Yet understanding the fuzzy front-end process has been a challenge for academics and organizations alike. For incremental NP, structured problems or opportunities typically are laid out at the organizational level and are directed to individuals for information gathering. In the case of discontinuous innovations, however, this paper proposes that the process works in the opposite direction—that is, that the timing and likelihood of organizational-level involvement is more likely to be at the discretion of individuals. By articulating processes related with NPD in the form of a model, two objectives are achieved: 1. we outline a more detailed and comprehensive approach to understanding the nature of the front-end decision making process for discontinuous innovations, and 2. we detail specific propositions for future research on each stage of the process. |
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