IJIMT 2012 Vol.3(2): 121-127 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2012.V3.209

Co-creation at the Front-end: A Systematic Process for Radical Innovation

Chakrit Pichyangkul, Krittinee Nuttavuthisit, and Praima Israsena

Abstract—Understanding unmet needs via traditional user innovation techniques is satisfactory within the context of incremental innovation. However, radical innovation, where companies must deal with unforeseen disruptive changes, requires a rather more sophisticated approach. Building on the impact of open innovation, a network of outsiders are invited to co-create innovations in this new era. Therefore, in this paper, we examine groups of persons who possess unique characteristics that can provide insightful information for development of radical innovation, and the best data gathering techniques to use. Multiple case study methodology was conducted to gather patterns of three successful radical innovation projects selected by one of the very few foresight market research consultancies in the world. The empirical findings demonstrate that an interdisciplinary team, comprising experts and extreme users of extreme usage working together, is capable of providing valuable input that leads companies to the discovery of radical innovation. Brainstorming, Delphi interview and role playing are illustrated as the best techniques to be used. The proposed radical co-creation process will certainly empower companies to effectively exploit the market opportunities of the open innovation era.

Index Terms—Co-creation, extreme users, front-end of innovation, radical innovation, user innovation.

Authors are with the Chulalongkorn University, Bangkok,10330Thailand. (e-mail: chakrit.p@student.chula.ac.th;krittinee.nuttavuthisit@sasin.edu; praima.c@chula.ac.th).

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Cite: Chakrit Pichyangkul, Krittinee Nuttavuthisit, and Praima Israsena, "Co-creation at the Front-end: A Systematic Process for Radical Innovation," International Journal of Innovation, Management and Technology vol. 3, no. 2, pp. 121-127, 2012.

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