A New Approach to New Products
A feature article on the Wall Street Journal website noted that using a concept known as open innovation, companies are learning how to quickly harvest loads of ideas for new products from business partners, suppliers, consumers and their own employees outside of their R&D staffs. At the same time, they’re shrinking the time needed to create prototypes to months from years.“It ’s a totally different approach to developing a product,” says Jana Rosenmann, a vice president at the Airbus Group. “It’s disrupting ourselves in a positive way,” she says, challenging the tradition of keeping product development “very much to ourselves.”
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