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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| Format: | Article |
| Language: | English |
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Editura ASE
2009-03-01
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| Series: | Revista de Management Comparat International |
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| Online Access: | https://www.rmci.ase.ro/no10vol2/Vol10_No2_Article2.pdf |
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| _version_ | 1846136722835898368 |
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| author | Gary OSTER |
| author_facet | Gary OSTER |
| author_sort | Gary OSTER |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-d52fae096c8a4f90a192ecb61e7ebc4d |
| institution | Kabale University |
| issn | 1582-3458 2601-0968 |
| language | English |
| publishDate | 2009-03-01 |
| publisher | Editura ASE |
| record_format | Article |
| series | Revista de Management Comparat International |
| spelling | doaj-art-d52fae096c8a4f90a192ecb61e7ebc4d2024-12-08T15:27:06ZengEditura ASERevista de Management Comparat International1582-34582601-09682009-03-01101218228Recasting Corporate Use of PrototypesGary OSTER0Regent University, Virginia Beach, USA 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.https://www.rmci.ase.ro/no10vol2/Vol10_No2_Article2.pdfprototypesinnovationmarket researchempathic researchcompensatory behavior |
| spellingShingle | Gary OSTER Recasting Corporate Use of Prototypes Revista de Management Comparat International prototypes innovation market research empathic research compensatory behavior |
| title | Recasting Corporate Use of Prototypes |
| title_full | Recasting Corporate Use of Prototypes |
| title_fullStr | Recasting Corporate Use of Prototypes |
| title_full_unstemmed | Recasting Corporate Use of Prototypes |
| title_short | Recasting Corporate Use of Prototypes |
| title_sort | recasting corporate use of prototypes |
| topic | prototypes innovation market research empathic research compensatory behavior |
| url | https://www.rmci.ase.ro/no10vol2/Vol10_No2_Article2.pdf |
| work_keys_str_mv | AT garyoster recastingcorporateuseofprototypes |