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Florian Denker explores the role of an individual's domain
knowledge for the proficient evaluation of early-stage new product
ideas in the front-end of innovation. The results of his study show
that in order to ensure an effective evaluation, evaluators of
early-stage new product ideas should have comprehensive knowledge
of consumers' needs and wants, as well as distinct knowledge about
the opportunities and limits of available technologies in the
respective domain. In this context, the results show that not only
firm-internal experts can have this knowledge. Users and, in
particular, so-called "lead users" (i.e. users who are ahead of the
majority on major market trends and innovations), could also be
suitable for effectively evaluating early-stage new product ideas.
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Patronage
Maria Edgeworth
Paperback
R615
Discovery Miles 6 150
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