IDEATRIZ—a methodology for new product ideation

• Autores: Marco Antônio de Carvalho
• Localización: The International journal of engineering education, ISSN-e 0949-149X, Vol. 29, no. Extra 2, 2013, págs. 355-364
• Idioma: inglés
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• Resumen

  • Organizations seeking to be innovative face many dilemmas. The main one is that, though it is necessary to innovate, innovation is ahighly risky activity. The focus of this paper is on the root of product innovation, which is new product ideation. The prevailingliterature in this area tends to put emphasis on the external source for new product ideas—namely, the market. The fact that theexternal source cannot lead to truly original product ideas seems to be ignored. In this paper, the IDEATRIZ methodology is presented.This is a different approach to new product ideation, based on the use of the internal source—an organization’s own resources. Abackground for this approach is provided, as well as a description of the methodology itself and activities conducted regarding itsvalidation—tests performed during its development and three cases where the methodology was used for new product ideation in realprojects. Results show that the methodology is effective, with a higher output of creative (both original and useful ideas) than otherideation methods and methodologies. Finally, planned activities regarding the computerization of IDEATRIZ are discussed.