Pelin GULTEKIN-ATASOY, Hanneke HOOFT VAN HUYSDUYNEN, Yuan LU, Tilde BEKKER, Aarnout BROMBACHER and Berry EGGEN
Collaboration is increasingly valued for innovation, however setting up
collaboration between different stakeholders is challenging due to the high
level of uncertainties at the early stages of the innovation process. In
networked innovation, the what (proposition) and the how (development
process and business model) need to be designed together. Involvement of
potential partners early in the design process is important to gather valuable
insights to enrich the value proposition, and reduce uncertainty.
To support the multi-stakeholder collaboration, we are developing a method
that combines user insights and business insights in a single design process
for multi-stakeholder settings. In this paper, two cases are examined in which
we applied our method with the purpose of defining a combined service
proposition with a triple-helix innovation model by inviting core stakeholders.
We observed different dynamics in the discussions during the sessions, and
more specifically, in the way conflicts emerged and new insights were
created. Conflicts were observed to be valuable moments in multistakeholder
discussions; they acted as a driver for the conversations that
provided new insights to the participants and reduced the uncertainties, as a
consequence. Confrontation rather than suppression of conflicts is suggested
to reduce uncertainties in the earlier stages of innovation processes.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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