DOI: 10.5176/2251-1970_BizStrategy18.122
Authors: Prof. Dr.-Ing. Dipl.-Wirt. Ing. Günther Schuh, Paul Zeller, M.Sc. RWTH and Dominik Ley
Abstract: Innovations are crucial for a long-term business success. At this, companies do not struggle with the basis for innovations, specifically an adequate variety of ideas. The challenge rather is to identify, evaluate and execute high potential ideas. Especially for radical innovations the neutral evaluation shows deficits regarding a balanced consideration between ideas with diverse characteristics, e.g. different degree of maturity or execution effort. Additionally, within the idea evaluation and selection, implicit, unfounded criteria are used which eliminate high potential ideas for the further execution. As a result, promising ideas for radical product innovations experience a lack of resource support and, thus, do not reach the execution phase or miss their later market potential. In this paper, a company-neutral model is presented that allows for an objective description of ideas for radical product innovations. Hereby, implicit, unfounded evaluation criteria that influence the idea execution are reduced. For this, attributes which implicitly influence the idea evaluation are identified. Based on these findings, the origin of unfound, implicit criteria is analyzed and the model for the description of ideas is derived.
Keywords:Radical Innovation; Product Innovation; Ideation
Phase; Fuzzy Front End; Idea Description; Implicit Criteria
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