The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation

Mai Khanh Tran, Christina Goulding and Eric Shiu

Journal of Business Research, 2018, vol. 85, issue C, 504-513

Abstract: By introducing music composition theory, we offer a new perspective from which to understand the ‘fuzzy front end’ (FFE) phase of product innovation with regard to both value outcomes and the innovation process. Focusing on ideas co-created by consumers, we draw on an ethnographic study to examine how young consumers tackled a real-life challenge to produce a digital product that would engage audiences in classical music. Working with two organizations, one a city symphony orchestra, the other a global technology corporation, this work bridges innovation and aesthetics and challenges the established mind-set of the science-art schism in business management. The findings contribute to innovation theory by introducing a hybrid model that structures FFE activities based around the composing process. We also illuminate how music can facilitate and ensure greater value for consumers as ‘the composers of ideas’. Managerial implications are suggested.

Keywords: Fuzzy front end; Creativity; Consumer co-creation; Experiential value; Aesthetics; Music composition (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:85:y:2018:i:c:p:504-513

DOI: 10.1016/j.jbusres.2017.10.029

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