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The Value Of Experience-Based Simulation In Garnering Support For Radically New Concepts

In: Radical Innovation Challenges Corporate to Climate

Author

Listed:
  • JULIAN BAUER
  • FIONA SCHWEITZER
  • SVEN HEIDENREICH
  • TOBIAS ROETH

Abstract

Radically new concepts (RNCs) are often killed off early in the new product development (NPD) process because they do not get the required support, such as financial resources from senior managers or input from technical experts. One reason is that the potential value of fledgling RNCs is often difficult for internal audiences to imagine when evaluating them. Our experimental study with 125 RNC evaluators investigates how experience-based simulation may increase their imaginative capability and support for an RNC. It increases imaginative capability in evaluators with positive preconceptions of RNCs (i.e., low cognitive resistance), thus strengthening their support. However, those with negative preconceptions (high cognitive resistance) become less supportive of RNCs in an experience-based simulation than in other settings. We draw from information-processing and construal level theory to explain the positive and negative effects of experience-based simulation. We also provide suggestions for NPD practitioners seeking internal support to progress their RNCs.

Suggested Citation

  • Julian Bauer & Fiona Schweitzer & Sven Heidenreich & Tobias Roeth, 2023. "The Value Of Experience-Based Simulation In Garnering Support For Radically New Concepts," World Scientific Book Chapters, in: Joe Tidd (ed.), Radical Innovation Challenges Corporate to Climate, chapter 7, pages 139-161, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781800614109_0007
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    More about this item

    Keywords

    Innovation; Technology; Radical; Breakthroughs; Disruptive; Blue Ocean; New Product Development; Design Thinking; Business Model Innovation; Climate Change;
    All these keywords.

    JEL classification:

    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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