Exploring the role of potential knowledge sources for the fuzzy-front end of the new product development (NPD) – bridging the knowledge gaps

Abstract

PurposeDrawing on open innovation and knowledge-based view, this study was initiated by investigating the fact that despite the growing literature on external knowledge being important for bridging the knowledge gap across the new product development (NPD) processes, gaps exist to explore as to what are the potential knowledge sources and their contribution for the Fuzzy-Front end (FFE-) (i.e. idea-generation) phase of the NPD process?Design/methodology/approachThirty-seven open-ended interviews with the NPD managers in large firms from the Chemicals and Electronic industries have been conducted to collect the data following thematic analysis into NVIvo 12.FindingsThe findings reveal customers, suppliers and external research organizations are the potential knowledge sources. Each of the sources delivers distinct knowledge for FFE of the NPD process. The empirical analysis of this study demonstrates that each of the potential knowledge sources though bridges the knowledge gap that innovative firms seek for the FFE of the NPD process, however collaboration with such sources incurs significant costs, risks, resources, capabilities and management practices which differs noticeably among different kinds of knowledge sources.Practical implicationsManagers must need assessing not just the gains but also the pains associated with each of the knowledge source before deciding to make additional investments in terms of resources and capabilities dedicated to learning from them while considering any of these for the FFE.Originality/valueThis new conceptualization of FFE offers a better theoretical and practical rationale for how and what types of different sources of knowledge can bridge the knowledge gaps for the FFE of NPD processes provided that innovative firms have necessary resources to entail a successful collaboration.