Leveraging Constraints for Innovation New Product Development Essentials from the PDMA

Provides managers with actionable insight into a select set of innovation constraints and how to best deal with them 

This PDMA Essentials Book, the third in this series, provides a framework of individual, organizational, and market and societal constraints that guides managers in identifying specific constraints related to their innovation activities and provides them with corresponding tools and practices to overcome and leverage those constraints. 

Written by a team of international innovation experts, Leveraging Constraints for Innovation: New Product Development Essentials from the PDMA is presented in three parts. The first part, Individual Constraints, provides insights into how to: simultaneously solve social and commercial needs for greater creativity; apply a multi-stage approach to overcome knowledge sharing in teams; and anticipate and account for psychographic differences among customers during product launch. In the second part, Organizational Constraints, insights emerge that provide guidance on how to: identify and solve for sources of innovation constraints within the company; implement and manage virtual NPD teams; and effectively organize new service development in professional services. The last part, Market Constraints, examines how to: adapt firm capabilities to overcome constraints preventing consumers in low-end and under-resourced markets from purchasing new products; implement inclusive innovation strategies to address markets constrained by underdeveloped infrastructures; develop solutions for women and other disadvantaged market traders in emerging markets.

This book:

• Is a single comprehensive volume that covers the full spectrum of constraint-related strategies and techniques in a coherent, integrated fashion
• Provides a set of frameworks, techniques, and tools that can be immediately implemented by individuals across firms
• Offers how-to knowledge on specific tools and methods as applied to innovating products and services when facing constraints as well as for the development of new business models
• Integrates problem- and solution-based knowledge to enable companies to develop sustainable growth strategies by leveraging constraints and restrictions toward innovation strategies, processes and offerings

Sebastian Gurtner is a research professor at the Business School at the Bern University of Applied Sciences, Switzerland and leads their strategy and innovation team.

Jelena Spanjol, PhD, is professor and head of the Institute for Innovation Management (IIM) at the Munich School of Management, Ludwig-Maximilians-Universität (LMU) in Munich, Germany. She is the Co-Editor-in-Chief for the Journal of Product Innovation Management.

Abbie Griffin holds the Royal L. Garff Presidential Chair in Marketing at the David Eccles School of Business at the University of Utah and is the Vice President of Publications for the PDMA.

About the Editors ix

Introduction xi
Jelena Spanjol and Sebastian Gurtner

PART 1: INDIVIDUAL CONSTRAINTS IN NEW PRODUCT DEVELOPMENT 1

1 FROM SUSTAINABILITY CONSTRAINTS TO CREATIVE ACTION: INCREASING MANAGERIAL INNOVATION BY SIMULTANEOUSLY SOLVING SOCIAL AND COMMERCIAL NEEDS 5
Goran Calic, Maryam Ghasemaghaei

2 A PRACTICE-ORIENTED APPROACH TO OVERCOME KNOWLEDGE-SHARING BOUNDARIES IN INNOVATION PROJECTS 19
Christiane Rau, Anne-Katrin Neyer and Katja Krämer-Helmer

3 THE CONSUMER AS THE LAST CONSTRAINT: ADDRESSING PSYCHOLOGICAL CONSTRAINTS IN NEW PRODUCT DEVELOPMENT 39
Nadine Hietschold

PART 2: ORGANIZATIONAL CONSTRAINTS 59

4 IDENTIFYING AND OVERCOMING ORGANIZATIONAL INNOVATION CONSTRAINTS 61
Katharina Hölzle, Tanja Reimer and Hans Georg Gemünden

5 NEW SERVICE DEVELOPMENT FOR PROFESSIONAL SERVICES: TIME COMMITMENT AS THE SCARCEST RESOURCE 75
Floortje Blindenbach-Driessen

6 BRIDGING COMMUNICATION GAPS IN VIRTUAL TEAMS 95
Donovan Hardenbrook, Teresa Jurgens-Kowal

PART 3: MARKET CONSTRAINTS 119

7 HOW TO DEVELOP LOW-END INNOVATION CAPABILITIES: ADAPTING CAPABILITIES TO OVERCOME CONSTRAINTS FOR CONSUMERS IN LOW-END MARKETS 121
Ronny Reinhardt

8 DEVELOPING SOLUTIONS FOR UNDERRESOURCED MARKETS 139
Aruna Shekar, Andrew Drain

9 OVERCOMING MARKET CONSTRAINTS IN EMERGING MARKETS: LESSONS FROM SOCIAL ENTERPRISES IN THE INDIAN HEALTHCARE SECTOR 155
Nivedita Agarwal, Alexander Brem

10 AMBIGUITY AND MISDIRECTION? BRING IT ON! LESSONS ABOUT OVERCOMING FROM WOMEN MARKET TRADERS 167
José Antonio Rosa, Shikha Upadhyaya

INDEX 183

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