Die Bewertung von Innovationsideen : eine empirische Analyse von Bewertungsdimensionen und sozialen Einflussfaktoren
- The evaluation of innovation ideas : an empirical analysis of evaluation criteria and social influencing factors
Adam, Tobias; Piller, Frank Thomas (Thesis advisor)
Aachen : Publikationsserver der RWTH Aachen University (2012)
Dissertation / PhD Thesis
Aachen, Techn. Hochsch., Diss., 2012
The evaluation of ideas for new products or services and the selection of ideas which will be implemented belong to the first tasks at the beginning of the innovation process. These ideas will be selected, which from the internal experts point of view, have the greatest chance of success and are consistent with the strategic orientation of the company. The objective of this doctoral dissertation is to examine the impact of factors which are not considered by classical methods of evaluating ideas: The research focuses on the weighting of evaluation criteria as well as social effects. The motivation for taking social effects into account results from the Open Innovation paradigm which describes the opening of the company’s internal innovation process in order to strengthen and expand the ability to innovate by interacting with external resources and using external knowledge sources. Using a two-stage experimental design, consisting of an idea competition and a field experiment to evaluate innovative ideas, the effects of group membership of idea contributor and evaluator, knowledge and experience of the evaluator, the marking of an idea with popularity information as well as the request to support the implementation of the idea on the evaluation of the idea. The results obtained show that the evaluation and selection of ideas are influenced by factors which make an objective assessment of ideas difficult and influence the outcome of evaluation processes. The different weighting of evaluation criteria by members of different groups, intergroup behavior, the effect of popularity information and the request to support the implementation of the idea are among the factors identified. In business practice and in the majority of the applied evaluation methods of these factors and multiple effects are not considered sufficiently. Disregarding the identified double and triple interaction effects as well the resulting impact on the evaluation and selection process leads to an increased risk of evaluation errors.