SUPPORTING THE CHOICE OF DESIGN ALTERNATIVES UNDERLYING INCREMENTAL AND RADICAL INNOVATIONS
DS 77: Proceedings of the DESIGN 2014 13th International Design Conference
Year: 2014
Editor: Marjanovic Dorian, Storga Mario, Pavkovic Neven, Bojcetic Nenad
Author: Borgianni ,Y.; Rotini, F.
Series: DESIGN
Section: DESIGN ORGANISATION AND MANAGEMENT
Page(s): 1463-1472
Abstract
Decision making during the initial design stages result particularly crucial because of the relevance of the Fuzzy Front End in light of achieving successful product development projects. The situation is even complicated by great uncertainty and lack of information. According to the above criticalities, the paper proposes a quantitative approach to support the preliminary selection of design alternatives. It evaluates the expected success probability of sustainable and feasible incrementally and radically innovative products by considering their basic drivers to engender customer value.
Keywords: decision making, competitive advantage, radical vs. incremental innovations