CREATIVITY IN THE FUZZY FRONT END: THE INFLUENCE OF EVALUATION STRUCTURE AND CRITERIA

Abstract

Activities in the fuzzy front end of product development are critical for subsequent product performance. Despite calls to study these activities, relatively little research has focused on how to manage these early stage development processes. We draw on the psychology and management literatures to study the role of idea evaluation in the development of new product concepts. In an experimental study, participants were given restaurant industry information and asked to develop new restaurant concepts. We manipulated the evaluation structure and criteria provided to participants for evaluating the restaurant industry information prior to developing their restaurant concepts. Both evaluation structure and criteria significantly influenced the creativity of participants' restaurant concepts. Implications for integrating creative cognition into the study and practice product innovation management are discussed.