THE VALUE OF EXPERIENCE-BASED SIMULATION IN GARNERING SUPPORT FOR RADICALLY NEW CONCEPTS

Julian Bauer (), Fiona Schweitzer, Sven Heidenreich () and Tobias Roeth ()
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Julian Bauer: Technical University of Vienna, 1040 Vienna, Austria
Fiona Schweitzer: Grenoble Ecole de Management, 12, rue Pierre Sémard, Grenoble, 38000, France
Sven Heidenreich: Faculty of Human and Business Sciences, Saarland University, 66041 Saarbrücken, Germany
Tobias Roeth: University of Kassel, Kleine Rosenstraße 3, Kassel, 34109, Germany

International Journal of Innovation Management (ijim), 2021, vol. 25, issue 09, 1-23

Abstract: Radically new concepts (RNCs) are often killed off early in the new product development (NPD) process because they do not get the required support, such as financial resources from senior managers or input from technical experts. One reason is that the potential value of fledgling RNCs is often difficult for internal audiences to imagine when evaluating them. Our experimental study with 125 RNC evaluators investigates how experience-based simulation may increase their imaginative capability and support for an RNC. It increases imaginative capability in evaluators with positive preconceptions of RNCs (i.e., low cognitive resistance), thus strengthening their support. However, those with negative preconceptions (high cognitive resistance) become less supportive of RNCs in an experience-based simulation than in other settings. We draw from information-processing and construal level theory to explain the positive and negative effects of experience-based simulation. We also provide suggestions for NPD practitioners seeking internal support to progress their RNCs.

Keywords: Experience design; information processing; decision-making; cognitive resistance; idea evaluation; construal level; new product development; political behavior; idea champions; radically new product (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1142/S136391962150095X

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