| 1. |
- Sihvonen, Antti, et al.
(författare)
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Intuition, Analysis and Sensemaking : How to Select Ideas for Innovation
- 2023. - 1st
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Ingår i: Developing the Intuitive Executive. - : CRC Press. - 9781032617183 ; , s. 193-208
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- The role of idea screening is to identify promising ideas and select the most qualified ones to proceed into the NPD process. Equally important is understanding which ideas should be avoided to prevent potential failures and avoid unnecessary expenditure of resources. During intuitive decision-making, experts may favor the familiar over the new and may factor personal affection into the decision. Thus, in the context of screening ideas for innovative products, relying entirely on intuition may be risky since the task might require decision-makers to identify radical innovations and look outside of their own comfort zone. Sensemaking is a process that enables people to develop plausible meanings and take actions based on that meaning making. In idea screening, sensemaking can occur when a person struggles to understand an idea or how to proceed with screening. Instead, generative screening can be used by organizations when the intent is to explore new opportunities, use raw ideas as triggers for inspiration.
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| 2. |
- Skålén, Per, 1972-, et al.
(författare)
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Marketing-as-practice : A framework and research agenda for value-creating marketing activity
- 2023
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Ingår i: Marketing Theory. - : Sage Publications. - 1470-5931 .- 1741-301X. ; 23:2, s. 185-206
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Tidskriftsartikel (refereegranskat)abstract
- This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association's definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.
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| 3. |
- Sukhov, Alexandre, 1988-, et al.
(författare)
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Combining Grounded Theory Coding and Fuzzy-Set Qualitative Comparative Analysis to Understand Decision-Making Complexity
- 2023
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Ingår i: Sage Research Methods. - 1 Oliver’s Yard, 55 City Road, London EC1Y 1SP United Kingdom : Sage Publications. - 9781529668315
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Bokkapitel (övrigt vetenskapligt/konstnärligt)abstract
- This case study is based on a research project that analyzed how expert evaluators combine different modes of thinking when screening ideas for innovation. The findings of this research project are detailed in the journal article, “How experts screen ideas: the complex interplay of intuition, analysis and sensemaking” by Sukhov et al. What makes the research project interesting is that it combined three concepts that have been used to study idea screening (intuition, analysis, and sensemaking) and analyzed what these concepts look like in practice and how they are combined to find high-quality ideas. This case study focuses on the methodological choices that enabled implementing this research project. At the heart of the research project was a mixed-methods research design that combined grounded theory coding with fuzzy-set qualitative comparative analysis (also referred to as fsQCA) to elaborate different idea screening activities and show how they are used to make decisions on idea quality. Reading this case study helps to understand how to combine these analytical techniques and develop research designs that elaborate different dimensions of data and show how these different dimensions are used together. These ideas can be applied in three primary ways. First, this research design provides a systematic way to analyze datasets that consist of rich qualitative data and multiple cases. Second, it enables studying how alternative (or even competing) theories work together to explain empirical phenomena. Third, this study outlines one way to use fsQCA on qualitative data.
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