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Éléments de veille créative pour contribuer à l'innovation produit : la mise en œuvre de cartes d'affrontement de produits

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  • Stéphane Goria

    (Crem - Centre de Recherche sur les Médiations - UL - Université de Lorraine)

Abstract

Elements of creative competitive Intelligence to help for product innovation: the development of product clash maps. To assist companies to develop strategies for product innovation, we looked for ways to facilitate the identification, collection and a good display of information. We finally developed some maps of product clashes that by analogy with strategy games on map and adoption of marketing warfare theories, can respond to this need. These maps are created in function of the user experience process of a product and from a list of attributes of this product. Each attribute is then associated with a piece (token) placed on a map. For each step, the list of attributes of the product is placed in front of (in the form of tokens) the list corresponding to a competitor product. The comparison by column of the set of pieces (tokens) in presence can then be estimated by analogy to the board wargame to define movements of units. Then, these unit movements, from marketing warfare theories, can be interpreted in terms of market conditions and potential development of new products.

Suggested Citation

  • Stéphane Goria, 2011. "Éléments de veille créative pour contribuer à l'innovation produit : la mise en œuvre de cartes d'affrontement de produits," Post-Print halshs-00633569, HAL.
    • Handle: RePEc:hal:journl:halshs-00633569
    DOI: 10.3166/r2ie.3.57-72
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00633569v1
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    References listed on IDEAS

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    1. de Mel, Suresh & McKenzie, David & Woodruff, Christopher, 2009. "Innovative firms or innovative owners ? determinants of innovation in micro, small, and medium enterprises," Policy Research Working Paper Series 4934, The World Bank.
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