Från innovationsidé till produktvision : En analysmodells för- och nackdelar

Sammanfattning: This master thesis aims to investigate a theoretical model of the process from an innovation idea to a product vision by studying a case at a company in the telecom industry. The purpose is to understand strengths and weaknesses with the theoretical model with a business case and understand possible improvement opportunities with the innovation idea about visualization in the telecom industry. The theoretical bases for this thesis is built on Rogers (1995) model of diffusion of innovation with some additions from critical authors. The data in the investigation is collected through interviews with employees and interviews and a survey with users of the telecom solutions. The study shows that the case company need better internal communication to be able to use all competencies they have in the different departments, a more detailed segmentation of customer to understand their needs better and that the usability for the end-users to the telecom solutions is a factor that can be improved. The investigation also showed that the innovation idea is more like a radical innovation than an incremental. The theoretical model works good at some points, it turned out that many of the factors the model deal with are significant for customers. The model shows the importance of finding, or creating, a customer need, and the advantage of knowing the social system where your customers operates. The theoretical model has some improvement possibilities as well, to understand the end-user better and to take competition from competitors in account which can make it less static.