Balanced Innovations in New Product Development: Sunny Faces, Sunny Technology

This session deals with innovative strategies in new product development. The first paper presents a program of research on strategies for utilizing anthropomorphization in creating acceptance of uncertain products, such as innovative high-technology products. The results show increased acceptance of anthropomorphized products, such as ones with sunny faces, that are high in uncertainty. The second paper examines product innovation in the solar energy industry and similar high-technology industries. Effectuation theory is developed as a viable contributor to improved product innovation. New products are often developed and introduced into the market in the absence of predetermined ends through a combination of means that firms happen to have on hand, but a more effective strategy could be achieved by selecting amongst alternative end states and allowing firms to become active participants in shaping the structure of the solar energy industry and in determining the value of the resources they command. The third paper presents research on integrating three contributors to new-product innovation in high technology industries such as residential solar panels: stage-gate appropriateness, visualization (a cousin of anthropomorphization), and self determination. When combined effectively, these three strategies can enhance new product development.