The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation

Journal article


Tran, M.K, Goulding, C. and Shiu, E. (2018). The orchestra of ideas: Using music to enhance the ‘fuzzy front end’ phase of product innovation. Journal of Business Research. 85, pp. 504-513. https://doi.org/10.1016/j.jbusres.2017.10.029
AuthorsTran, M.K, Goulding, C. and Shiu, E.
Abstract

By introducing music composition theory, we offer 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 ensure greater value for consumers as ‘the composers of ideas’. Managerial implications are suggested.

Year2018
JournalJournal of Business Research
Journal citation85, pp. 504-513
PublisherElsevier BV
ISSN0148-2963
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2017.10.029
Publication dates
Online27 Oct 2017
Publication process dates
Deposited23 Dec 2020
Accepted author manuscript
License
File description
Accepted manuscript. JBR. The orchestra of ideas. MK Tran
File Access Level
Open
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https://openresearch.lsbu.ac.uk/item/8v2q3

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