Improving the Process of Product Innovation

Abstract

OVERVIEW:Innovation managers can improve every stage of the product innovation process (Discovery, Decision, Development, and Delivery) by applying the three guiding principles of total quality management: customer orientation, continual improvement and employee involvement. A survey of 116 innovation managers revealed that the most common problem in the innovation process at every stage is “inadequate resources.” The guiding principles focus the respondents' suggestions for improvement of this and other problems: Survey customers to identify where to focus R&D efforts, redesign the key subprocesses such as project management, design activities and strategic planning, and involve employees at every stage of the innovation process. Employees can not only directly contribute to the innovation content, but can assist in improving the process of innovation so that fewer resources are wasted.