By Christoph Kausch
Customer integration within the early innovation part has been thought of the strategy of selection in idea and perform. starting to be adventure with the idea that has proven unforeseen unintended effects that could even outweigh its famous benefits. as a result, administration should be capable of determine upfront no matter if the involvement of consumers will upload total worth to every specific innovation venture. To help yet to not substitute the ultimate managerial choice, a mathematical formulation is built. it may be utilized to every kind of procedure buildings, takes under consideration the dangers and merits contingent on a company's scenario in addition to risk-reducing and benefit-increasing measures and interprets them into numerical values. The ensuing determine exhibits the possible price of shopper integration in a selected undertaking.
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1. Stage-Gate-Process (Cooper 1997:22) The Development Funnel Wheelwright and Clark (1992) developed a model based on an approach that is basically similar to the Stage Gate Process: the Development Funnel. This “funnel” structures the innovation process into three “phases” separated by two “screens”. The main idea – and the reason why the picture of a funnel was chosen – is that at the outset of the innovation process a wide opening for all kinds of challenges and opportunities has to be provided, whereas the necessary concentration on just a few concepts asks for an elimination process by which only the most promising ideas pass through the narrow final opening prior to serial production.
2002: 39f; Moenart et al. 1995: 144f; Montoya-Weiss and O'Driscoll 2000; Smith and Reinertsen 1991: 43), phase zero (Khurana and Rosenthal 1998; Zien and Buckler 1997: 283), cloudy phase (Gassmann and Zedtwitz 2003), initiation stage (Souder and Moenart 1992: 492), early stages (Nobelius and Trygg 2002: 331), early phases (Herstatt 1999: 72f; Kobe 2001: 49; Verganti 1999: 363), pre-project phases (Cooper 1983), up-front homework (Cooper 1996), predevelopment or up-front activities (Cooper 1988: 237).
1 Benefits In the context of economics, the term benefit is a synonym of profit (Link 2001). It describes the added value that calculated actions or coincidence bring about as compared to the status quo. Chance, in comparison, is defined as the possibility to make profit or obtain benefits; put in a mathematical formula, it is the result of benefit multiplied by probability of occurrence (Link and Marxt 2004). In literature and practice the terms benefit, chance, advantage, and positive effect are often used at random for the same phenomenon without attention to different meanings (this thesis will use the predominant term benefit in a general way, referring to “chance” only when the element of uncertainty is of special importance).