Keywords: technology, market knowledge, innovation, new product development, service development, multiple case anlysis
Technology and market knowledge creation and idea generation: an integrated quality approach
A lack of understanding exists regarding how technology and market knowledge can be incorporated effectively within an organisation's approaches to Innovation and New Product and Service Development (I&NP&SD). We present a previously developed theoretical framework for representing both knowledge creation and idea generation within the process of I&NP&SD. We use this framework to analyse how organisations create and incorporate technology and market knowledge sources and ideas within approaches to I&NP&SD. The theoretical framework is useful in defining the need to create a broad range of technology and market knowledge sources, rather than relying on prescribed linear processes. The new knowledge generated will be subjected to invisible filters within an organisation, which can negate naïve assumptions about acceptance of the new technology and market knowledge. In practice, an eclectic range of quality mechanisms can be used to integrate and incorporate new knowledge within the I&NP&SD approaches.