Managing the search for new product concepts: A strategic approach

The authors point out that there is little in the academic literature about the way ideas for new products emerge and how the emergence is managed. They have identified the main top management problem as the strategic one of achieving the right balance between resources put into new product search and those put into current business operations. To obtain more information on good and bad practice in this area they have investigated how a specially selected sample of small to medium-sized Canadian technological companies actually carry out new product search. Overall, this research reveals once more that any organization that wishes to pursue a strategy of product innovation has to build a climate which explicitly favours that strategy. Corporate strategy, itself, has a major influence on that climate. New product search requires resources and a place in the strategic plan but the extent to which it can be formalized is limited. It must be possible for new ideas, wherever generated, to emerge and gather momentum informally.