The effectiveness of a new product development programme depends on the quality of the ideas that are produced. Yet, in spite of its importance, many companies do not pay enough attention to the idea generation stage in their development programmes. One factor that may have helped bring about this situation is the fact that the topic of idea generation has not been featured in the marketing literature as much as the other stages in the development process. Not only have the techniques for idea generation been insufficiently described but there have been few research studies that have attempted to evaluate the techniques. Four such studies are examined in order to guide managers in their choice of techniques for their own idea generation systems.
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