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The Need For Design Approach In Opportunity Identification Stage Of Product Innovation

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  • Gayatri Menon

Abstract

The role of innovation in organisational growth and survival is often emphasised, but the role of design in the critical phase of opportunity identification stage of innovation is yet not widely recognized. The broadening scope of invention and idea generation for opportunity identification beyond technology and marketing; the recognition of creative opportunity identification possibilities and the recognition of design beyond its role in new product development leads to interesting possibilities. Design is already playing an important role in new product development. It is argued that extension of this role to the opportunity identification phase will not only help in arriving at new opportunities but will also enable seamless integration between opportunity identification and new product development. A planned approach to opportunity identification through design thinking and approach can lead to establishing systems for continuous innovation. Key words: Design approach, Opportunity identification, product Innovation

Suggested Citation

  • Gayatri Menon, 2015. "The Need For Design Approach In Opportunity Identification Stage Of Product Innovation," Working papers 2015-03-14, Voice of Research.
    • Handle: RePEc:vor:issues:2015-03-14
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