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Incremental Innovation versus Discontinuous Innovation: An Analysis of the Fuzzy Front End
INNOVACIÓN INCREMENTAL VERSUS ALTO GRADO DE INNOVACIÓN: UN ANÁLISIS DEL FUZZY FRONT END
INOVAÇÃO INCREMENTAL VERSUS INOVAÇÃO RADICAL: UMA ANÁLISE FUZZY FRONT END
DOI:
https://doi.org/10.15446/innovar.v34n92.101160Keywords:
Fuzzy Front End, Product Development, High degree of innovation, Incremental Innovation, Radical Innovation (en)Fuzzy front end, innovación discontinua, innovación incremental, desarrollo de productos, innovación radical (es)
fuzzy front end, inovação descontínua, inovação incremental, desenvolvimento de produtos, inovação radical. (pt)
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Companies innovate to increase revenues or reduce costs. The literature identifies two types of innovation approaches: incremental innovation, when an enterprise uses and “exploits” its current competencies, and radical innovation, which points out a company’s need to develop and “explore” new competencies. In product design and development through discontinuous innovation, fuzzy front end (ffe)—the most critical stage due to the difficulty of understanding and articulating the opportunities detected—has a decisive impact. Thus, through literature analysis, this reflective article allows a deeper understanding of ffe from two dimensions: i) Degree of innovation—incremental innovation vs. discontinuous innovation— and ii) Time—a project stage. To that end, we propose a framework of reference for ffe construct. The results enable academia to reduce the gap around the ffe construct and companies involved in innovation projects to better understand the nature of a project according to the degree of innovation of a new product, as well as how to proceed in order to reduce uncertainties; insights that could ultimately increase the chances of a new product becoming successful.
Las empresas innovan con el fin de aumentar sus ingresos o reducir costos. La literatura identifica dos tipos de enfoques de innovación: la innovación incremental, cuando una empresa utiliza y “explota” sus competencias actuales, y la innovación radical, que señala la necesidad de desarrollar y “explorar” nuevas competencias. En este contexto, el fuzzy front end (ffe) —la etapa más crítica debido a la dificultad de comprender y articular las oportunidades identificadas— tiene un papel determinante dentro del proceso de diseño y desarrollo de productos bajo el enfoque de innovación discontinua. Por lo tanto, mediante una revisión de la literatura, este artículo de reflexión pretende una comprensión más profunda del ffe desde dos dimensiones: i) grado de innovación —innovación incremental vs. innovación discontinua— y ii) tiempo —una etapa del proceso de innovación. Para ello, proponemos un marco de referencia para la construcción del ffe. Los resultados permiten a la academia reducir la brecha en torno a la construcción del ffe y a las empresas involucradas en proyectos de innovación comprender de una mejor forma la naturaleza de este tipo de iniciativas según el grado de innovación de un nuevo producto, buscando mitigar la incertidumbre. Los hallazgos de esta investigación podrían contribuir a aumentar las posibilidades de éxito de un nuevo producto.
As empresas inovam com o objetivo de aumentar as receitas ou reduzir os custos. A literatura identifica dois tipos de abordagens de inovação: a inovação incremental, quando uma empresa utiliza e “explora” as suas competências existentes, e a inovação radical, que aponta para a necessidade de desenvolver e “explorar” novas competências. Neste contexto, o fuzzy front end (ffe) — a fase mais crítica devido à dificuldade de compreensão e articulação das oportunidades identificadas — desempenha um papel determinante no processo de criação e desenvolvimento de produtos no âmbito da abordagem de inovação descontínua. Assim, através de uma revisão da literatura, este artigo de reflexão tem como objetivo aprofundar a compreensão do ffe a partir de duas dimensões: 1) grau de inovação — inovação incremental vs. inovação descontínua — e 2) tempo — uma fase do processo de inovação. Com esse objetivo, propomos um quadro de referência para a construção do ffe. Os resultados permitem que a academia reduza a lacuna em torno da construção da FFE e que as empresas envolvidas em projetos de inovação compreendam melhor a natureza desse tipo de iniciativa de acordo com o grau de inovação de um novo produto, buscando mitigar a incerteza. As conclusões desta pesquisa poderão contribuir para aumentar as probabilidades de que um novo produto tenha sucesso.
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