Abstract
Launching a “differentiated product with unique customer benefits and superior value for the user” (Cooper, 1999: 117) is one of the foremost drivers of firms’ profitability (Cooper, 2011). Two central activities need to be undertaken, with equal proficiency, at the very beginning of the new product development (NPD) process to lay the foundation for successfully developing and launching such innovative new products (Evanschitzky et al., 2012): (i) generating high quality new product ideas, and (ii) selecting the most promising ideas for inclusion in a firm’s innovation funnel (Girotra, Terwiesch, and Ulrich, 2010). Thus, generating a large number of ideas is in itself not sufficient; firms must also select their early-stage ideas very carefully, as choosing the right idea sets the basis for future commercial success (Kornish and Ulrich, 2014).
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2018 Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Denker, F. (2018). Introduction. In: The Crucial Role of Domain Knowledge in Evaluating Early-Stage New Product Ideas . Forschungs-/Entwicklungs-/Innovations-Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-19784-1_1
Download citation
DOI: https://doi.org/10.1007/978-3-658-19784-1_1
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-19783-4
Online ISBN: 978-3-658-19784-1
eBook Packages: Business and ManagementBusiness and Management (R0)