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Idea Generation in the Consumer Business at Henkel

In: Management of the Fuzzy Front End of Innovation

Author

Listed:
  • Thomas Müller-Kirschbaum

    (Henkel AG & Co. KGaA, Laundry and Home Care, R&D, Technology and Supply Chain)

  • Juan Carlos Wuhrmann

    (Henkel AG & Co. KGaA, Laundry and Home Care, R&D, Technology and Supply Chain)

Abstract

Henkel introduced an idea system tool and process called InnoLounge in order to invite its employees to participate in ideation and at the same time to guarantee a fair evaluation of submitted concepts. Through worldwide crowdsourcing, Henkel uses the creativity of the whole organization and stores, searches, and processes ideas and insights in only one place. Submitters of ideas have to specify their concept ideas in a clear and concise form with regard to consumer insight, consumer benefit, title of the idea concept, and the reason why. After the concept idea has been submitted, it is ready for assessment by evaluators in the InnoLounge. The evaluation process runs best if the evaluators do not know the submitters, if there is an ever changing set of evaluators, and if they also evaluate concept ideas outside their own product categories. Additional activities like specific campaigns, creativity skills trainings, information on trends, and additional activities are always necessary to keep the momentum.

Suggested Citation

  • Thomas Müller-Kirschbaum & Juan Carlos Wuhrmann, 2014. "Idea Generation in the Consumer Business at Henkel," Springer Books, in: Oliver Gassmann & Fiona Schweitzer (ed.), Management of the Fuzzy Front End of Innovation, edition 127, pages 237-241, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-01056-4_21
    DOI: 10.1007/978-3-319-01056-4_21
    as

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