A hybrid-approach to model design and development processes and the evaluation of innovation opportunities

Abstract

Complexity and uncertainty are crucial when product/process innovation contexts are concerned. These contexts must be deeply analysed to produce knowledge elements useful to reduce complexity and uncertainty and to manage innovative and unstructured situations. Firms need tools to acquire and structure these knowledge elements, and to propose them in communication contexts, as shared and operational models. The paper presents a hybrid-approach, which integrates problem identification and structuring methods and decision-aiding procedures. The role of this approach, its results, potentialities and limits are analysed in different decision contexts and through a recent application in a firm of the automotive industry.