Innovation Management. Kevin O’Brien. New Products & Market Testing. Learning objectives. Appreciate the importance of balancing consumer needs, technical feasibility and business viability in new product development (NPD) Be able to describe the main evaluation steps in the NPD process
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New Products &
EvaluationConventional NPD Process
Title of ‘evaluation set’
(functional & market)
Intuition, associations of ideas
Features, functions, benefits
Analogy, force relationships
Gap analysis, perceptual mapping
Activity analysis, problem analysis, scenario analysisSources of Ideas
(Leonard & Rayport, 1997)
(von Hippel, 1988)
(Lynn et al., 1996)
Leonard, D. and Rayport, J.F. (1997) Spark innovation through empathic design, Harvard Business Review, Nov-Dec, 102-113.
Lynn, G.S., Morone, J.G. and Paulson, A.S. (1996) Marketing and discontinuous innovation: the probe and learn process, California Management Review, 38(3), 8-37.
Von Hippel, E. (1988) The sources of innovation, New York: Oxford University Press.