Innovation Project Management Handbook by Dr.Gregory C. McLaughlin & Dr. William R. Kennedy

Author:Dr.Gregory C. McLaughlin & Dr. William R. Kennedy
Language: eng
Format: epub
Publisher: CRC Press/Taylor & Francis Group, LLC
Published: 2015-05-16T16:00:00+00:00

Chapter 6

A New Approach

Introduction

The last of the three “new” types of innovation types is that of creating a “new approach.” A new approach uses existing resources (technology, products, processes, and personnel) to offer an alternative to what presently exists. Stated differently, “a new approach is one where the new aspect is a new approach for an item within the scope of existing technology” (McLaughlin and Caraballo, 2013a, p. 41). Developing a new approach is similar to extending the life cycle of the existing item through incremental innovation opportunities. The new approach “breathes life” into the product, service, or technology. “This new approach could have a very short life cycle before duplication or superseded by existing competition” (McLaughlin and Caraballo, 2013a, p. 41). Typical new “approaches” include:

New features

New “feel” or “look” (emotional response—any of the five senses)

New process (offered in a different way)

New outcomes

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