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| Research article summary (published 27 Feb 2003): |
Finding your innovation sweet spot.
Full Abstract
Most new product ideas are either uninspired or impractical. So how can developers hit the innovation sweet spot--far enough from existing products to attract real interest but close enough that they are feasible to make and market? They can apply five innovation patterns that manipulate existing components of a product and its immediate environment to come up with something both ingenious and viable, say the authors. The subtraction pattern works by removing product components, particularly those that seem desirable or indispensable. Think of the legless high chair that attaches to the kitchen table. The multiplication pattern makes one or more copies of an existing component, then alters those copies in some important way. For example, the Gillette double-bladed razor features a second blade that cuts whiskers at a slightly different angle. By dividing an existing product into its component parts--the division pattern--you can see something that was an integrated whole in an entirely different light. Think of the modern home stereo--it has modular speakers, tuners, and CD and tape players, which allow users to customize their sound systems. The task unification pattern involves assigning a new task to an existing product element or environmental attribute, thereby unifying two tasks in a single component. An example is the defrosting filament in an automobile windshield that also serves as a radio antenna. Finally, the attribute dependency pattern alters or creates the dependent relationships between a product and its environment. For example, by creating a dependent relationship between lens color and external lighting conditions, eyeglass developers came up with a lens that changes color when exposed to sunlight.
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Author information
Author/s: Goldenberg, Jacob (J); Horowitz, Roni (R); Levav, Amnon (A); Mazursky, David (D);
Affiliation: Hebrew University of Jerusalem.
Journal and publication information
Publication Type: Journal Article
Journal: Harvard business review (Harv Bus Rev), published in United States. (Language: eng)
Reference: 2003-Mar; vol 81 (issue 3) : pp 120-9, 142
Dates: Created 2003/03/13; Completed 2003/04/16; Revised 2004/11/17;
PMID: 12632810, status: MEDLINE (last retrieval date: 11/6/2008)
Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.
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