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The Value Of Experience-Based Simulation In Garnering Support For Radically New Concepts

Author

Listed:
  • JULIAN BAUER

    (Technical University of Vienna, 1040 Vienna, Austria)

  • FIONA SCHWEITZER

    (Grenoble Ecole de Management, 12, rue Pierre Sémard, Grenoble, 38000, France)

  • SVEN HEIDENREICH

    (Faculty of Human and Business Sciences, Saarland University, 66041 Saarbrücken, Germany)

  • TOBIAS ROETH

    (University of Kassel, Kleine Rosenstraße 3, Kassel, 34109, Germany)

Abstract

Radically new concepts (RNCs) are often killed off early in the new product development (NPD) process because they do not get the required support, such as financial resources from senior managers or input from technical experts. One reason is that the potential value of fledgling RNCs is often difficult for internal audiences to imagine when evaluating them. Our experimental study with 125 RNC evaluators investigates how experience-based simulation may increase their imaginative capability and support for an RNC. It increases imaginative capability in evaluators with positive preconceptions of RNCs (i.e., low cognitive resistance), thus strengthening their support. However, those with negative preconceptions (high cognitive resistance) become less supportive of RNCs in an experience-based simulation than in other settings. We draw from information-processing and construal level theory to explain the positive and negative effects of experience-based simulation. We also provide suggestions for NPD practitioners seeking internal support to progress their RNCs.

Suggested Citation

  • Julian Bauer & Fiona Schweitzer & Sven Heidenreich & Tobias Roeth, 2021. "The Value Of Experience-Based Simulation In Garnering Support For Radically New Concepts," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 25(09), pages 1-23, November.
    • Handle: RePEc:wsi:ijimxx:v:25:y:2021:i:09:n:s136391962150095x
    DOI: 10.1142/S136391962150095X
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