从未来回溯，产生创造市场的创新

Q4 Business, Management and Accounting Strategy and Leadership Pub Date : 2021-10-29 DOI:10.1108/sl-10-2021-0094

S. Denning

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引用次数: 1

摘要

目的提供满足不断变化的客户需求的创新是一个向未来学习的过程。设计/方法/方法数字经济中的主要经济收益通常来自于产生创新，通过将非客户转化为客户来创造全新的市场。亚马逊开发了一种高效的价值创造方法，称为PR/FAQ流程。它首先设想客户未来的需求，然后详细描述满足这些需求的产品。为了在创造市场的创新中获得更持续的成功，需要明确关注非用户。创意/价值数字技术的指数级进步，以及它们之间的相互作用，正在扩大创造市场的创新的可能性。

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Generating market-creating innovation by working backwards from the future

Purpose What is required to deliver innovation that meets evolving customer needs is a process of learning from the future. Design/methodology/approach The major financial gains in the digital economy usually flow from generating innovations that create entirely new markets by turning non-customers into customers. Findings Amazon has developed a highly productive value-creation approach called the PR/FAQ process. It starts by imagining the customer’s needs in the future and then describing in detail the offering that would meet those needs. Practical/implications To get more consistent success in generating market-creating innovations, explicit attention to non-users is needed. Originality/value Exponential advances in digital technologies, and the interactions between them, are expanding the possibilities for market-creating innovation.

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Strategy and Leadership Business, Management and Accounting-Strategy and Management

CiteScore

1.20

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0.00%

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