How do customer and user understanding, the use of prototypes and distributed collaboration support rapid innovation activities?
Laura Kanto, Pekka Alahuhta, Kirsi Kukko, Jussi Pihlajamaa, Jouni P. Partanen, Matti A. Vartiainen, Pekka Berg · Portland International Conference on Management of Engineering and Technology · 2014
Speed in product, service, and business model development is widely recognized as a source of renewal and growth both in theory and in practice. This study theoretically and empirically explores how the innovation process can be better managed and accelerated by (1) constructing customer and user understanding, (2) utilizing distributed collaboration, and (3) utilizing different prototyping methods in the front end of innovation processes. Previous studies have not addressed the speed of innovation process through these lenses. We expect that by integrating the knowledge of customers into the innovation process, firms are more likely to rapidly sense emerging market opportunities. We suggest that the distributed mode of collaboration embraces teamwork among individuals with diverse backgrounds and expertise. We expect this diversity to nourish team creativity and possibly enhance team performance. We lastly expect that using different physical models will enhance the processes of sharing, describing and developing innovation. In particular, 3D printing has made it possible to quickly print a physical model that people can experience: they can feel its surfaces, weight and mechanical functions. We propose that the combination of these perspectives will lead to new insights in innovation management and increase innovation speed.