Éléments de veille créative pour contribuer à l'innovation produit: la mise en œuvre de cartes d'affrontement de produits

Stéphane Goria ()

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Abstract: Elements of creative competitive Intelligence to help for product innovation: the development of product clash maps. To assist companies to develop strategies for product innovation, we looked for ways to facilitate the identification, collection and a good display of information. We finally developed some maps of product clashes that by analogy with strategy games on map and adoption of marketing warfare theories, can respond to this need. These maps are created in function of the user experience process of a product and from a list of attributes of this product. Each attribute is then associated with a piece (token) placed on a map. For each step, the list of attributes of the product is placed in front of (in the form of tokens) the list corresponding to a competitor product. The comparison by column of the set of pieces (tokens) in presence can then be estimated by analogy to the board wargame to define movements of units. Then, these unit movements, from marketing warfare theories, can be interpreted in terms of market conditions and potential development of new products.

Keywords: marketing warfare; information visualization; mapping; creative watch; creative competitive intelligence; market intelligence; competitive intelligence; competitive monitoring; war game; prospective; product innovation; board game; boargame; serious game; gamification; wargaming; Data visualization; innovation produit; veille marché; veille concurrentielle; veille créative; cartographie; jeu de plateau; visualisation d'information; marketing de combat; marketing guerrier; wargame; jeu serieux; ludification; veille; Visualiation de données (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00633569v1
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Published in Revue Internationale d’Intelligence Économique, 2011, 3 (1), pp.57-72. ⟨10.3166/r2ie.3.57-72⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00633569

DOI: 10.3166/r2ie.3.57-72

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