Recasting Corporate Use of Prototypes
Media depictions of a single, perfect prototype presented with fanfare to clients at the end of the innovation cycle misrepresent the purpose and value of prototypes. Quick, inexpensive, and visual prototypes should instead be routinely used to promote a dynamic, ongoing conversation within and out...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
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Editura ASE
2009-03-01
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| Series: | Revista de Management Comparat International |
| Subjects: | |
| Online Access: | https://www.rmci.ase.ro/no10vol2/Vol10_No2_Article2.pdf |
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| Summary: | Media depictions of a single, perfect prototype presented with fanfare to clients at the end of the innovation cycle misrepresent the purpose and value of prototypes. Quick, inexpensive, and visual prototypes should instead be routinely used to promote a dynamic, ongoing conversation within and outside of the corporation eliciting emotional responses, discovering and articulating customer needs, and engendering additional valuable ideas. This paper contends that corporate leaders need to expand their vision and use of prototypes to gain insight into needed organizational capabilities, future products, services, and ideas, and areas of expansion that may enhance corporate viability and profitability. |
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| ISSN: | 1582-3458 2601-0968 |