English, Article edition: Recasting Corporate Use of Prototypes Gary OSTER

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Physical Description
  • article
Language
  • English

Edition details

Title
  • Recasting Corporate Use of Prototypes
Author
  • Gary OSTER
Physical Description
  • article
Notes
  • Media depictions of a single, perfect prototype presented with fanfare to clients at the end of the innovation cycle misrepresent the purpose and value of prototypes. Quick, inexpensive, and visual prototypes should instead be routinely used to promote a dynamic, ongoing conversation within and outside of the corporation eliciting emotional responses, discovering and articulating customer needs, and engendering additional valuable ideas. This paper contends that corporate leaders need to expand their vision and use of prototypes to gain insight into needed organizational capabilities, future products, services, and ideas, and areas of expansion that may enhance corporate viability and profitability.
  • prototypes; innovation; market research; empathic research; compensatory behavior.
  • RePEc:rom:rmcimn:v:10:y:2009:i:2:p:218-228
Language
  • English
Contributed by
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