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The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation

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  • Tran, Mai Khanh
  • Goulding, Christina
  • Shiu, Eric

Abstract

By introducing music composition theory, we offer a new perspective from which to understand the ‘fuzzy front end’ (FFE) phase of product innovation with regard to both value outcomes and the innovation process. Focusing on ideas co-created by consumers, we draw on an ethnographic study to examine how young consumers tackled a real-life challenge to produce a digital product that would engage audiences in classical music. Working with two organizations, one a city symphony orchestra, the other a global technology corporation, this work bridges innovation and aesthetics and challenges the established mind-set of the science-art schism in business management. The findings contribute to innovation theory by introducing a hybrid model that structures FFE activities based around the composing process. We also illuminate how music can facilitate and ensure greater value for consumers as ‘the composers of ideas’. Managerial implications are suggested.

Suggested Citation

  • Tran, Mai Khanh & Goulding, Christina & Shiu, Eric, 2018. "The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation," Journal of Business Research, Elsevier, vol. 85(C), pages 504-513.
    • Handle: RePEc:eee:jbrese:v:85:y:2018:i:c:p:504-513
    DOI: 10.1016/j.jbusres.2017.10.029
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    References listed on IDEAS

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    1. Fiona Schweitzer, 2014. "Integrating Customers at the Front End of Innovation," Springer Books, in: Oliver Gassmann & Fiona Schweitzer (ed.), Management of the Fuzzy Front End of Innovation, edition 127, pages 31-48, Springer.
    2. Franke, Nikolaus & Shah, Sonali, 2003. "How communities support innovative activities: an exploration of assistance and sharing among end-users," Research Policy, Elsevier, vol. 32(1), pages 157-178, January.
    3. Enkel, Ellen & Kausch, Christoph & Gassmann, Oliver, 2005. "Managing the Risk of Customer Integration," European Management Journal, Elsevier, vol. 23(2), pages 203-213, April.
    4. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
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    Cited by:

    1. Berit Sandberg, 2020. "The Artist as Innovation Muse: Findings from a Residence Program in the Fuzzy Front End," Administrative Sciences, MDPI, vol. 10(4), pages 1-22, November.
    2. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.

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