Title: Scenario planning for innovation development: an overview of different innovation domains

Authors: J. Fähling; M.J. Huber; F. Böhm; H. Krcmar; J.M. Leimeister

Addresses: Technische Universität München, Chair for Information Systems (I17), Boltzmannstr. 3, 85748 Garching b. München, Germany. ' Technische Universität München, Chair for Information Systems (I17), Boltzmannstr. 3, 85748 Garching b. München, Germany. ' Technische Universität München, Chair for Information Systems (I17), Boltzmannstr. 3, 85748 Garching b. München, Germany. ' Technische Universität München, Chair for Information Systems (I17), Boltzmannstr. 3, 85748 Garching b. München, Germany. ' Universität Kassel, Chair for Information Systems, Nora-Platiel-Straße 4, 34127 Kassel, Germany

Abstract: Innovations expressed by customers are often unstructured, unclear, and ambiguous, making it difficult to interpret customers' contributions, integrate them into a company's R&D department and transfer them into comprehensible requirements for the development of product, service or software innovations. To close this gap, the paper presents scenarios as a technique to support communication between customers and developers along the R&D process and to reduce feedback cycles. A basic understanding of scenarios and their application in innovation management is delivered by outlining scenario definitions, identifying dimensions for the classification of scenarios, and providing an overview of scenario representation techniques for different innovation domains.

Keywords: scenario planning; innovation management; customer integration; innovation development; innovation domains; unstructured innovations; unclear innovations; ambiguous innovations; customer contributions; customers; R&D; research and development; comprehensible requirements; product development; service development; software innovations; communication; developers; feedback cycles; scenarios; scenario definitions; scenario classification; scenario representation techniques; technology intelligence; technology planning.

DOI: 10.1504/IJTIP.2012.048470

International Journal of Technology Intelligence and Planning, 2012 Vol.8 No.2, pp.95 - 114

Published online: 10 Aug 2012 *

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