scholarly journals The Performance Effects of Combining Rationality and Intuition in Making Early New Product Idea Evaluation Decisions

2015 ◽  
Vol 24 (3) ◽  
pp. 464-477 ◽  
Author(s):  
Katrin Eling ◽  
Fred Langerak ◽  
Abbie Griffin
Keyword(s):  
New Product ◽  
Performance Effects ◽  
Idea Evaluation ◽  
Product Idea

Closing the loop between design and market for new product idea screening decisions

2011 ◽  
Vol 38 (6) ◽  
pp. 7729-7737 ◽  
Author(s):  
S.L. Chan ◽  
W.H. Ip ◽  
C.K. Kwong
Keyword(s):  
New Product ◽  
Closing The Loop ◽  
Product Idea

Jack in the Tiffin-box: Unconventional Paths to New Product Idea Development

2015 ◽  
pp. 553-576
Author(s):  
Sangeeta Gupta ◽  
Subhransu Rout ◽  
Farheen Romani
Keyword(s):  
New Product ◽  
Product Idea

Backward ideation technique for generating new product ideas

1983 ◽  
Vol 8 (2) ◽  
pp. 95-114 ◽  
Author(s):  
O.A. Mascarenhas ◽  
S. J.
Keyword(s):  
New Product ◽  
Consumer Products ◽  
Market Opportunity ◽  
Product Idea ◽  
Attribute Space ◽  
Comprehensive Coverage

This paper reviews briefly new product idea generating techniques, and suggests another one, the backward ideation technique, that starts from existing successful or unsuccessful brands, and works its way backward, in looking for synergistic ideas andgaps that can offer new market opportunity for new brands and products. This technique is illustrated using two consumer products, toothpaste and footwear, the first with a smaller set of competing brands, the second with a multitude of types and varieties. In both cases it is found that the backward ideation technique affords a comprehensive coverage of the attribute space of each product, and provides a shortcut for arriving at new product designs and brands via new synergistic gaps unearthed in the process of backward ideation.

Reviews of Market Drivers of New Product Performance: Effects and Relationships

2013 ◽  
Vol 55 (5) ◽  
pp. 719-738 ◽  
Author(s):  
Kuen-Hung Tsai ◽  
Chi-Tsun Huang ◽  
Mu-Lin Tsai
Keyword(s):  
Market Orientation ◽  
Market Research ◽  
New Product ◽  
Product Performance ◽  
Research And Practice ◽  
New Product Performance ◽  
Structural Relationships ◽  
Performance Effects ◽  
Competitor Orientation ◽  
Per Se

This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships. Based on empirical findings from the relevant studies published before 2011, this study has a number of interesting findings. First, market orientation, competitor orientation, product advantage and launch proficiency are the dominant drivers of new product performance. Second, market orientation, marketing synergy, product advantage and competitive intensity have significant effects on new product performance. Third, product advantage serves as an important intermediary between the market predictors and new product performance. Fourth, product innovativeness per se does not affect new product performance. Finally, launch proficiency translates the effect of market orientation into new product performance. These findings not only identify the dominant market drivers of new product performance, but also profile the routes leading to better new product performance. Some important implications for market research and practice are also provided.

Harmful Effects of Mental Imagery and Customer Orientation During New Product Screening

2019 ◽  
Vol 56 (4) ◽  
pp. 637-651
Author(s):  
Eric D. DeRosia ◽  
Ryan S. Elder
Keyword(s):  
New Product Development ◽  
Mental Imagery ◽  
Customer Orientation ◽  
New Product ◽  
Product Development Process ◽  
Unrealistic Optimism ◽  
Analytical Technique ◽  
Cognitive Simulation ◽  
Process Managers ◽  
Product Idea

One of the traditional tenets of marketing is that managers considering whether to develop and launch a new product should adopt a customer orientation and consider whether the product would satisfy the needs of customers. This research discovers that adopting a customer orientation causes managers to experience undesirable cognitive effects. The authors find that when considering customers’ needs during the screening phase of the new product development process, managers often voluntarily engage in mental imagery (i.e., cognitive simulation) that biases their evaluation of a new product idea toward unrealistic optimism—even for a flawed product that would not satisfy customer needs. Furthermore, the authors find that managers who exert greater vigilance to achieve more accurate evaluations of the new product idea are especially vulnerable to the biasing effect, leading to less accurate evaluations. The authors test an analytical technique (i.e., a theory-based approach to analyzing the new product) that successfully allows a manager to adopt a customer orientation without an attendant bias toward optimism.

scholarly journals New Product Idea Selection in the Fuzzy Front End of Innovation: A Fuzzy Best-Worst Method and Group Decision-Making Process

Mathematics ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 337
Author(s):  
Shui Ming Li ◽  
Felix T. S. Chan ◽  
Yung Po Tsang ◽  
Hoi Yan Lam
Keyword(s):  
Decision Making ◽  
Group Decision Making ◽  
Group Decision ◽  
Selection Process ◽  
New Product ◽  
Decision Making Process ◽  
Fuzzy Front End ◽  
Front End ◽  
Product Idea ◽  
Best Worst Method

New product development (NPD) is essential to most business organizations to create new values and protect existing values for maintaining high profitability and sustainability. However, the success of NPD projects is deemed to be difficult and challenging owing to high organizational complexity, uncertain business environment, and time-critical innovation. Under the smart manufacturing paradigm, NPD is an active research area to establish effective measures through the adoption of systematic approaches so as to facilitate idea management in the fuzzy front end for the product innovation. In this paper, the domain of new product idea selection is focused on and enhanced by means of the multi-criteria decision-making (MCDM) approach, in which multiple criteria and sub-criteria can be considered in the selection process. Among a number of MCDM approaches, the fuzzy set theory and best-worst method (BWM) are integrated as the fuzzy BWM in this study to structure the new product idea selection process under a group decision-making process. The hierarchy structure for the new product idea selection is also established to consider the perspectives of finance, marketing, engineering, manufacturing, and sustainability. Overall speaking, this study contributes to the field of NPD through overcoming the new product idea selection problem, while the group decision-making process is incorporated into the fuzzy BWM.

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