The importance of decision-making quality throughout the product innovation development process

Dawid Szutowski


Making high-quality decisions throughout the product innovation development process is a challenging task due to high uncertainty levels. The purpose of the present study was to develop a conceptual model presenting consecutive stages and decision points within the product innovation development process, which allows one to schematize this complex issue. The main part of the study relied on a systematic literature review using the SALSA (Search, AppraisaL, Synthesis, Analysis) method, preceded by a preliminary literature study. At the synthesis and analysis steps the meta-ethnography method was employed, as it allowed for translating the numerous innovation models identified into one another and draw consistent conclusions. The complementary study consisted of 14 interviews performed in the first quarter of 2019, in 10 Polish and German industrial companies with a well-determined product innovation development process in place. The analysis performed resulted in the creation of a conceptual model presenting the product innovation development process from the decision-making viewpoint. Its consecutive stages included: idea generation, idea selection, research, development, testing, market introduction, and monitoring and learning, all of which were separated by decision points. It was suggested that at each decision point, decision-making effectiveness improves the overall efficiency of the product innovation development process better than decision-making efficiency. The study proposed a model indicating key decision points in the product innovation development process. After further empirical verification, the model may ultimately become a managerial tool. The study constitutes an original attempt to model the innovation process from the decision-making viewpoint, based on a systematic approach to literature analysis
Author Dawid Szutowski (WZ / KCAFiW)
Dawid Szutowski,,
Publication size in sheets1
Book Ujwary-Gil Anna, Potoczek Natalia R. (eds.): Organizations in the Face of Growing Competition in the Market, 2019, Instytut Nauk Ekonomicznych Polskiej Akademii Nauk, ISBN 978-83-61597-60-5, [978-83-61597-61-2], 333 p.
Keywords in Polishinnowacja, innowacja produktowa, zarządzanie procesami, podejmowanie decyzji, rozwój
Keywords in Englishinnovation, product innovation, process management, decision-making, development
Languageen angielski
Score (nominal)20
Score sourcepublisherList
ScoreMinisterial score = 20.0, 10-02-2020, MonographChapterAuthor
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