THINKING STYLES IN PRODUCT OPPORTUNITY RECOGNITION - A RATHER ENTREPRENEURIAL POINT OF VIEW

DS 92: Proceedings of the DESIGN 2018 15th International Design Conference

Year: 2018
Editor: Marjanović D., Štorga M., Škec S., Bojčetić N., Pavković N.
Author: Zagorac, Zorica; Marxt, Christian
Series: DESIGN
Section: HUMAN BEHAVIOUR AND DESIGN
Page(s): 2155-2164
DOI number: https://doi.org/10.21278/idc.2018.0395

Abstract

Actual cognitive strategies in relation to identifying new business opportunities have rarely been researched. This paper investigates the roles of a pair of cognitive strategies – divergent and convergent thinking – in the context of the type and process of the product opportunity recognition.

Keywords: new product development, human behaviour, design process, divergent thinking, convergent thinking

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