Title :
Metaphorical focusing devices for novel product conceptualization
Author :
Osterloh, Margit ; Von Wartburg, Iwan
Author_Institution :
Inst. for Res. in Bus. Adm., Zurich Univ., Switzerland
Abstract :
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
Keywords :
cognitive systems; management; product development; uncertainty handling; cognitive devices; cognitive technological maps; decision makers; design problem; emerging markets; emerging technologies; market uncertainty; metaphorical focusing devices; novel product conceptualization; technological uncertainty; Fuses; Knowledge management; Knowledge representation; Lakes; Navigation; Rivers; Space technology; Spirals; Technological innovation; Technology management;
Conference_Titel :
Innovation in Technology Management - The Key to Global Leadership. PICMET '97: Portland International Conference on Management and Technology
Conference_Location :
Portland, OR
Print_ISBN :
0-7803-3574-0
DOI :
10.1109/PICMET.1997.653447
