Several scholars dealing with business innovation individuate a great role played by customer value in achieving market success. With this perspective the investigation of prescriptive means for New Value Proposition represents a promising, although still poorly explored, domain. The paper...

The research about the patterns of technology evolution is populated by descriptive models, explaining quite regular trends of product development processes. The most popular schemes share the idea of long innovation periods characterized by incremental improvements and punctuated by...

Purpose: Although firms try to shorten time-to-market, the duration of product development projects might anyway jeopardize the assumptions made at the beginning of the design process. This includes the definition of product attributes for ensuring customer satisfaction, thus forecasting...

Purpose: Although firms try to shorten time-to-market, the duration of product development projects might anyway jeopardize the assumptions made at the beginning of the design process. This includes the definition of product attributes for ensuring customer satisfaction, thus forecasting...

Purpose: This paper aims to provide suggestions for the identification of potential new applications for the existing products and/or technologies. Design/methodology/approach: A nine-step method has been developed for extracting information about a product or technology, processing the...

This paper argues the relationship between modularity and product innovation. The work is based on the assumption that in order to become an innovation, a novel product has to be successfully diffused into the marketplace. Modularity can give rise to a series of parameters related to commercial...