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Recasting Corporate Use of Prototypes

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  • Gary OSTER

    ()
    (Regent University, Virginia Beach, USA)

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    Abstract

    Media depictions of a single, perfect prototype presented with fanfare to clients at the end of the innovation cycle misrepresent the purpose and value of prototypes. Quick, inexpensive, and visual prototypes should instead be routinely used to promote a dynamic, ongoing conversation within and outside of the corporation eliciting emotional responses, discovering and articulating customer needs, and engendering additional valuable ideas. This paper contends that corporate leaders need to expand their vision and use of prototypes to gain insight into needed organizational capabilities, future products, services, and ideas, and areas of expansion that may enhance corporate viability and profitability.

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    File URL: http://www.rmci.ase.ro/no10vol2/Vol10_No2_Article2.pdf
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    Bibliographic Info

    Article provided by Faculty of Management, Academy of Economic Studies, Bucharest, Romania in its journal REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT.

    Volume (Year): 10 (2009)
    Issue (Month): 2 (May)
    Pages: 218-228

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    Handle: RePEc:rom:rmcimn:v:10:y:2009:i:2:p:218-228

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    Related research

    Keywords: prototypes; innovation; market research; empathic research; compensatory behavior.;

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    Cited by:
    1. Gary OSTER, 2009. "Listening to Luddites: Innovation Antibodies and Corporate Success," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(4), pages 647-667, October.

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