How preference markets assist new product idea screening

摘要: Purpose – The purpose of this paper is to examine the different heuristics adopted by a crowd and management committee evaluate new product proposals, whether, in assessing value they emphasize features. Design/methodology/approach study takes quantitative analysis approach an internal innovation contest held biotechnology company Novozymes. generated 201 proposals that were evaluated 109 research development professionals means virtual preference market, committee. Findings committees’ assessments based on emphasized experience inventors’ seniority; set more store informative idea descriptions but penalized overly complex lengthy proposals. Research limitations/implications design does not allow full comparison functions committ...