REASONING IN THE FUZZY FRONT END OF INNOVATION: FRAMING THE PRODUCT DNA

Louise Møller Haase and Linda Nhu Laursen ()
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Louise Møller Haase: Department of Architecture, Design and Media Technology, Aalborg Universitet, Rendsburggade 14, 9000 Aalborg, Denmark
Linda Nhu Laursen: Department of Architecture, Design and Media Technology, Aalborg Universitet, Rendsburggade 14, 9000 Aalborg, Denmark

International Journal of Innovation Management (ijim), 2018, vol. 22, issue 05, 1-22

Abstract: Designing a remarkable product innovation is a difficult challenge, which businesses today are continuously striving to tackle. This challenge is particularly present in the fuzzy front end of innovation, where the main product concept, the DNA of the innovation, is determined. A main challenge in the fuzzy front end is the reasoning process: innovation teams are faced with open-ended, ill-defined problems, where they need to make decisions about an unknown future but have only incomplete, ambiguous and contradicting insights available. We study the reasoning of experts, how they frame to make sense of all the insights and create a basis for decision-making in relation to a new project. Based on case studies of five innovative products from various industries, we propose a Product DNA model for understanding the reasoning in the fuzzy front end of innovation. The Product DNA Model explains how experts reason and what direct their reasoning.

Keywords: Fuzzy front end of innovation; reasoning; framing; product DNA; decision-making; design (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1142/S1363919618400017

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