Title: Reconsidering the role of brainstorming in the marketing of technology-driven innovation

Authors: David Chien-Liang Kuo, Chien-Chiang Lin, Jui-Lin Yang

Addresses: Department of Information Management, School of Continuing Education, Chinese Culture University, 231, Sec. 2, Chien-Kuo S. Rd., Taipei, Taiwan. ' Department of Business Administration, Shih Hsin University, No. 111, Sec. 1, MuCha Road, Taipei, Taiwan; Center for Creativity and Innovation Studies, National Chengchi University, No. 64, Sec. 2, ZhiNan Rd., Wenshan District, Taipei City 11605, Taiwan. ' Industrial Economics and Knowledge Center (IEK), Industrial Technology Research Institute (ITRI), 195, Sec. 4, Chung Hsing Rd., Chutung, Hsinchu, Taiwan

Abstract: Establishing a perfect link between technology-driven innovation and user needs exploration has long been a controversial issue. This is particularly true and important in the era that technology development itself can no longer guarantee the creation of new markets. How to determine the potential of a new technology for which no market yet exists, therefore, becomes a vital but challenging task. The current study put its emphasis on designing a user-centric approach for product innovation based on lead user method, and on examining whether such an approach is helpful in maximising the success rate of technology innovation as well as the potential for market launch. A pilot project of designing mobile and internet products and applications derived by the proposed approach was conducted to scrutinise the feasibility and plausibility of this approach. The role of brainstorming in the marketing of technology-driven innovation is especially reconsidered and highlighted. Findings and suggestions are provided at the end of this article.

Keywords: technology-driven innovation; lead users; brainstorming; user needs; new markets; new technologies; user-centric approaches; product innovation; success rates; market launches; mobile technologies; internet; world wide web; Taiwan; technology marketing; innovation design; customers.

DOI: 10.1504/IJTMKT.2011.041940

International Journal of Technology Marketing, 2011 Vol.6 No.1, pp.4 - 16

Received: 14 Mar 2011
Accepted: 16 May 2011
Published online: 30 Sep 2014 *