Effective New Product Ideation: IDEATRIZ Methodology

It is widely recognized that innovation is an activity of strategic importance. However, organizations seeking to be innovative face many dilemmas. Perhaps the main one is that, though it is necessary to innovate, innovation is a highly risky activity. In this paper, we explore the origin of product innovation, which is new product ideation. We discuss new product ideation approaches and their effectiveness and provide a description of an effective new product ideation methodology.

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