A VALUE APPROACH IN INNOVATIVE PRODUCT DEVELOPMENT: ARE CONVENTIONAL METHODS AND TOOLS SUFFICIENT?
Innovation is acknowledged in today’s literature as being crucial for the subsistence of companies. But is it always good? How can we evaluate new values created for the firm and its partners considering the risks related to its development? In this paper we study the different kinds of values that can be created by an innovation. We introduce methods commonly used to drive the value created by products and supply chains and show that they are not sufficient when the innovation is too different from the original product. Finally, we present the approach we promote for a new system conception.