New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon

Abstract: Innovating comprises generating offers that make the preexisting ones obsolete. It implies in the creation or recognition of new forms of differentiation, the Opportunities Identification (OI). These may be due, among others, to new solutions or new problems to be solved, the latter a less...

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Autores principales:	Kampa,Josmael Roberto, Cziulik,Carlos, Beltrão,Paulo André de Camargo
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2020
Materias:	opportunity identification opportunity recognition opportunity creation front end of innovation new product development process
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242020000100040
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spelling	oai:scielo:S0718-272420200001000402020-07-06New Product Opportunity Identification: A Perspective from Inside the Intuitive PhenomenonKampa,Josmael RobertoCziulik,CarlosBeltrão,Paulo André de Camargo opportunity identification opportunity recognition opportunity creation front end of innovation new product development process Abstract: Innovating comprises generating offers that make the preexisting ones obsolete. It implies in the creation or recognition of new forms of differentiation, the Opportunities Identification (OI). These may be due, among others, to new solutions or new problems to be solved, the latter a less explored path in the Product Development Process. There are studies aimed at systematizing OI, but present a discreet behavior in front of intuitive approaches. These rely on individual talent, a non-unanimous resource. As innovation is time-sensitive, there is room for artificial stimuli to intuition, which relies on the need for a close understanding of the phenomenon. This paper presents the descriptive research outcomes from a broader prescriptive study, which adopted the Design Research Methodology structure. Because OI is primarily a cognitive process and difficult to observe by a third party, one of the researchers submitted himself to the experience and recording of the phenomenon. The experience constitutes a unique case of OI accompanied during 2590 days. During this time, the study recorded 137 potential opportunities (units of analysis) by serendipity. Through the interpretation of the experienced phenomenon, the results comprise three perspectives: i/to the interaction of influence factors pointed out in the literature; ii/to the opportunities emergence; and, iii/to the opportunities identification. It is evident the challenge of considering opportunities as problems by its tendency of incubation. The work presents new research questions, hypotheses, and explanations valid to the case that potentially stimulate new exploratory or confirmatory researches or both.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.15 n.1 20202020-05-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242020000100040en10.4067/S0718-27242020000100040
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	opportunity identification opportunity recognition opportunity creation front end of innovation new product development process
spellingShingle	opportunity identification opportunity recognition opportunity creation front end of innovation new product development process Kampa,Josmael Roberto Cziulik,Carlos Beltrão,Paulo André de Camargo New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
description	Abstract: Innovating comprises generating offers that make the preexisting ones obsolete. It implies in the creation or recognition of new forms of differentiation, the Opportunities Identification (OI). These may be due, among others, to new solutions or new problems to be solved, the latter a less explored path in the Product Development Process. There are studies aimed at systematizing OI, but present a discreet behavior in front of intuitive approaches. These rely on individual talent, a non-unanimous resource. As innovation is time-sensitive, there is room for artificial stimuli to intuition, which relies on the need for a close understanding of the phenomenon. This paper presents the descriptive research outcomes from a broader prescriptive study, which adopted the Design Research Methodology structure. Because OI is primarily a cognitive process and difficult to observe by a third party, one of the researchers submitted himself to the experience and recording of the phenomenon. The experience constitutes a unique case of OI accompanied during 2590 days. During this time, the study recorded 137 potential opportunities (units of analysis) by serendipity. Through the interpretation of the experienced phenomenon, the results comprise three perspectives: i/to the interaction of influence factors pointed out in the literature; ii/to the opportunities emergence; and, iii/to the opportunities identification. It is evident the challenge of considering opportunities as problems by its tendency of incubation. The work presents new research questions, hypotheses, and explanations valid to the case that potentially stimulate new exploratory or confirmatory researches or both.
author	Kampa,Josmael Roberto Cziulik,Carlos Beltrão,Paulo André de Camargo
author_facet	Kampa,Josmael Roberto Cziulik,Carlos Beltrão,Paulo André de Camargo
author_sort	Kampa,Josmael Roberto
title	New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
title_short	New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
title_full	New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
title_fullStr	New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
title_full_unstemmed	New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon
title_sort	new product opportunity identification: a perspective from inside the intuitive phenomenon
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2020
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242020000100040
work_keys_str_mv	AT kampajosmaelroberto newproductopportunityidentificationaperspectivefrominsidetheintuitivephenomenon AT cziulikcarlos newproductopportunityidentificationaperspectivefrominsidetheintuitivephenomenon AT beltraopauloandredecamargo newproductopportunityidentificationaperspectivefrominsidetheintuitivephenomenon
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New Product Opportunity Identification: A Perspective from Inside the Intuitive Phenomenon

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