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Therefore, firms need to fully understand their reflected ideas and evaluations in the product innovation process.
The greening of product innovation process has been under study by researchers, but mostly it is at an anecdotal level.
In this paper, we address the pre-project phase of idea generation in the product innovation process, where the effective generation of new product ideas still remains an issue of high relevance for both management scholars and practitioners.
Such approach could positively address change management issues and help companies evolve toward a more effective sustainable product innovation process, in the context of evolving business management practices that require progressive change and more human-based strategies.
Sustainability criteria used for decision support in the product innovation process and aligned throughout the design process is one key element to efficiently introduce a sustainability perspective early in product development.
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These findings have implications for firms deciding how to organize their product innovation processes.
To effectively integrate environmental aspects into product innovation processes, companies might have to significantly change some of the practices and habits of all the stakeholders involved and of the organisation.
Organisation for Economic Co-operation and Development (OECD) (2005) suggests four types of innovations: product innovations, process innovations, organisational innovations and marketing innovations.
Commercial cooperation, interaction based on the flow of shared confidential information on the design of products, innovation processes, know-how or technological opportunities, and customer-supplier business relations are the most prevalent in the park.
In terms of customer value co-creation activities, traditional models have largely been focused on the outcome of the innovation (i.e., product innovation or process innovation) and adopted economic and game-theoretic perspective to describe customers' motivation to engagement [4].
This because DfSC encourages innovation in linking product design, process design and SC design together, according to the Concurrent Engineering paradigm.
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product technology process
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