Metaphorical focusing devices for novel product conceptualization

The authors explore, how metaphorical reasoning may stimulate the diversity and number of alternatives that managers can conceive of when struggling with technological and market uncertainty, i.e. during new product conceptualization. Metaphorical reasoning may break up decision makers' inadequ...

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Bibliographic Details
Published inInnovation in Technology Management. The Key to Global Leadership. PICMET '97 pp. 423 - 426
Main Authors Osterloh, M., Von Wartburg, I.
Format Conference Proceeding
LanguageEnglish
Published IEEE 1997
Subjects
Fuses
Knowledge management
Knowledge representation
Lakes
Navigation
Rivers
Space technology
Spirals
Technological innovation
Technology management
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Summary:The authors explore, how metaphorical reasoning may stimulate the diversity and number of alternatives that managers can conceive of when struggling with technological and market uncertainty, i.e. during new product conceptualization. Metaphorical reasoning may break up decision makers' inadequate cognitive technological maps in the face of emerging markets and technologies.
ISBN:0780335740
9780780335745
DOI:10.1109/PICMET.1997.653447