Look for New Opportunities in Existing Technologies
Stefano Magistretti, Claudio Dell’Era, Roberto Verganti · Research-Technology Management · 2019
OverviewSeveral approaches to developing new technologies are available to companies, but few studies explore how the development process can reveal hidden opportunities in existing technologies. This paper investigates the technology development process to consider how they can discover opportunities that generate higher value for users. Implementing a five-step framework in the discovery process can help identify new opportunities and reveal new application fields for existing technologies.