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Reasoning In The Fuzzy Front End Of Innovation: Framing The Product Dna

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  • LOUISE MØLLER HAASE

    (Department of Architecture, Design and Media Technology, Aalborg Universitet, Rendsburggade 14, 9000 Aalborg, Denmark)

  • LINDA NHU LAURSEN

    (Department of Architecture, Design and Media Technology, Aalborg Universitet, Rendsburggade 14, 9000 Aalborg, Denmark)

Abstract

Designing a remarkable product innovation is a difficult challenge, which businesses today are continuously striving to tackle. This challenge is particularly present in the fuzzy front end of innovation, where the main product concept, the DNA of the innovation, is determined. A main challenge in the fuzzy front end is the reasoning process: innovation teams are faced with open-ended, ill-defined problems, where they need to make decisions about an unknown future but have only incomplete, ambiguous and contradicting insights available. We study the reasoning of experts, how they frame to make sense of all the insights and create a basis for decision-making in relation to a new project. Based on case studies of five innovative products from various industries, we propose a Product DNA model for understanding the reasoning in the fuzzy front end of innovation. The Product DNA Model explains how experts reason and what direct their reasoning.

Suggested Citation

  • Louise Møller Haase & Linda Nhu Laursen, 2018. "Reasoning In The Fuzzy Front End Of Innovation: Framing The Product Dna," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 22(05), pages 1-22, June.
    • Handle: RePEc:wsi:ijimxx:v:22:y:2018:i:05:n:s1363919618400017
    DOI: 10.1142/S1363919618400017
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    References listed on IDEAS

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    1. Hee‐Jae Cho & Vladimir Pucik, 2005. "Relationship between innovativeness, quality, growth, profitability, and market value," Strategic Management Journal, Wiley Blackwell, vol. 26(6), pages 555-575, June.
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