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Industry-Specific Fuzzy Front-End Innovation: A Multiple-Case Study of Medical Devices
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Author(s): Jesper Johansson (Halmstad University, Sweden), David Rosendal (Halmstad University, Sweden)and Henrik Barth (Halmstad University, Sweden)
Copyright: 2025
Pages: 34
Source title:
Exploration of Transformative Technologies in Healthcare 6.0
Source Author(s)/Editor(s): Piyush Kumar (IILM University, Gurugram, India), Pankaj Rahi (Institute of Health Management and Research, Bangalore, India), S.D. Gupta (Institute of Health Management and Research, Bangalore, India), Kirti Udayai (Max Healthcare Institute Limited, India)and Prashant Singh (Independent Researcher, India)
DOI: 10.4018/979-8-3693-7210-4.ch003
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Abstract
New product development (NPD) exists at the fuzzy front end (FFE) of innovation – the time when companies must make often ill-defined decisions based on limited information. Many industry-generic studies focus on the causes of this fuzziness: uncertainty, complexity, and equivocality — also identified as ambiguity. In this paper we explore the FFE of innovation in the Swedish medical devices industry where the public sector is a prominent player. Based on our empirical data from the interviews, we constructed a conceptual FFE framework Our findings reveal when public sector organisations purchase medical devices, the fuzziness in the FFE increases for the medical devices industry. Uncertainty and complexity in the FFE increase when medical devices companies must consider the degree of product risk as well as the laws, regulations, and practices involved in sales to the public sector. In addition, equivocality (ambiguity) increases when industry actors and public sector actors have different interpretations of product costs.
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