The orchestra of ideas: using music to enhance the 'fuzzy front end' phase of product innovation
Research output: Contribution to journal › Article › peer-review
This paper, by introducing music composition theory, offers a new perspective from which to understand the ‘fuzzy front end’ (FFE) phase of product innovation with regard to both value outcomes and the innovation process. Focusing on ideas co-created by consumers, we draw on an ethnographic study to examine how young consumers tackled a real-life challenge to produce a digital product that would engage audiences in classical music. Working with two organizations, one a city symphony orchestra, the other a global technology corporation, this work bridges innovation and aesthetics and challenges the established mind-set of the science-art schism in business management. The findings contribute to innovation theory by introducing a hybrid model that structures FFE activities based around the composing process. We also illuminate how music can facilitate and bring greater value for the consumers as ‘the composers of ideas’. Managerial implications and future research are also suggested in this paper.
|Number of pages||10|
|Journal||Journal of Business Research|
|Early online date||27 Oct 2017|
|Publication status||Published - Apr 2018|
- fuzzy front end , consumer co-creation , experiential value , flow experience , music composition , music value