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Market-driving innovation: development of 'breakthroughs' without direct customer input

Citation

Thongpravati, O and Beverland, M and Reid, M, Market-driving innovation: development of 'breakthroughs' without direct customer input, Program and Proceedings of the ANZMAC 2009 Doctoral Colloquium, 27-29 November 2009, Melbourne, Australia, pp. 23-23. (2009) [Conference Extract]

Abstract

Although breakthrough innovations are critical to business success, the processes underpinning such market-driving innovation remains illusive. Accordingly, most research on the new-product development (NPD) process, particularly the dominant ‘stage-gate’ innovation process, focuses on maintaining ‘the status quo’ by solving customers’ existing problems in current markets (Jaworski, Kohli, Sahay 2000; Wind and Mahajan 1997). For breakthrough NPD projects, customer input plays a less important role. This is because customers notoriously have difficulties to articulate their future needs (O’Connor 1998). The intent of this study is to develop new theoretical insights into the process of market-driving innovation by answering the following question: how firms develop successful breakthrough innovations while ostensibly ignoring direct customer input? This research will be carried out using multiple case studies across five different industry contexts. It is expected that the results will provide a better understanding of market-driving innovation.

Item Details

Item Type:Conference Extract
Keywords:breakthrough innovation, market-driving innovation, new product development process
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Innovation management
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Technological and organisational innovation
UTAS Author:Thongpravati, O (Dr Onnida Thongpravati)
ID Code:142636
Year Published:2009
Deposited By:TSBE
Deposited On:2021-02-02
Last Modified:2021-06-16
Downloads:0

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