Product: Management and Development
Product: Management and Development
Original Article

Extending the ideation process to the entire organization

Vitor Pinheiro Cunha, Maicon Gouvêa de Oliveira, Henrique Rozenfeld

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Innovation is dependent on a continuous flow of ideas that bring opportunities for new products and technologies. This study explores ideation as an independent process, related but not restricted to the innovation process. To this end, a multiple case research method was employed in 15 Brazilian companies. As a result, a framework comprised of the core elements of ideation processes is proposed, showing that other characteristics, apart from the idea generation and selection, need to be addressed to achieve effective results, such as innovation environment, strategic orientation, and idea sources.


ideation, idea management, framework, innovation, case study, Brazilian companies.
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