You are here

A 360° Vision for Product and Service Innovation

David Gotteland est professeur de marketing à Grenoble Ecole de Management
Published on
17 November 2016

As global competitiveness forces companies to innovate and distinguish themselves, this 360° method for innovation focuses on capturing and using a company’s creative potential. The profiling tool was implemented by Grenoble Ecole de Management and helps foster innovation in organizations.

"There are many approaches and creative tools to efficiently produce good ideas for products and services. The key is to share the best ones with companies. Many have long believed that creativity is only available to certain people. But that's simply wrong! Even people who don't believe they're creative can in fact be creative." explains David Gotteland, a professor of marketing at Grenoble Ecole de Management.

Created in the first decade of the 21st century, this method is based on international scientific research. It was first published in the Science review. It was also the subject of articles in the Journal of Marketing Research and Management Science. It uses fundamental and creative concepts to foster innovation.

Supporting the creative process

“The methodology of fundamental concepts has demonstrated its relevance to support the innovation process in businesses. You have to decompose an existing product into two types of characteristics: components and attributes. This then enables you to explore possible configurations. This fundamental approach is the first step in the creative process.

However, it inspired the  360° profiling tool which was created by GEM in collaboration with Academics for Business.” explains David Gotteland, who also collaborates with Academics for Business (a company dedicated to sharing scientific research and transferring marketing expertise to businesses).

A 360° approach to creating relevant innovations

"A good idea is not an original idea. It's an idea that's at the service of the client. To generate real opportunities for innovations, it has been demonstrated that a company has to leverage all creativity opportunities including employees, products, and clients. Many innovative products such as the mountain bike, rock climbing shoe and washing machine are in fact ideas drawn from customers." says David Gotteland.

Four key points

  • Creativity is not limited to certain individuals. Even those considered not creative can be sources of creativity.
  • The fundamental concept is to break an existing product down into two types of characteristics: components and attributes. This enables you to explore possible configurations.
  • The goal is to organize the idea creation process for new products.
  • The  360° profiling tool created by Grenoble Ecole de Management and Academics for Business offers a logical next step in the creative process to capitalize on a company’s creative potential.

Creanov©: a fun approach to fundamental concepts

The Creanov© serious game was created by Aurélie Merle and David Gotteland, two professors at Grenoble Ecole de Management. "Our goal was to facilitate access to and learning for this efficient creative method. As the method is very organized it can sometimes be perceived as stiff and difficult to learn. Creanov© was therefore developed on the concept of creating competition between several teams dedicated to product development.

The game format can easily be adapted to each situation and enables participants to dream up creative ideas using a fun approach." Creanov© will be commercialized by the CCMP at Grenoble Ecole de Management by the end of this year. It is aimed at two target audiences: students and innovation managers (product managers, R&D managers, etc.) The game took four years to create.

On the same subject

  • Published on 17 September 2019

    Video: Why are our innovation models not working?

    Sylvie Blanco, Professor-Researcher in Management and Technology, and Executive Director of Innovation at Grenoble Ecole de Management, explains in a Xerfi Canal interview.

  • La recherche prospective : épicentre de l’innovation
    Published on 22 July 2019

    Forward-looking search: encouraging cutting-edge innovation

    Innovation is at the heart of business growth, in particular for dynamic sectors such as the high tech industry. To encourage radical innovation, it’s essential to integrate a future-oriented search and analysis process throughout an innovation...

  • Le TIM Lab prototype l’innovation des entreprises
    Published on 21 July 2019

    TIM Lab: prototyping business innovation

    Created with a design thinking approach, the TIM Lab offers a collaborative space for learning about and improving business innovation. From idea generation to prototyping, participants are encouraged to improve their autonomy and creativity for...

  • Quand la réalité virtuelle entre dans le bloc opératoire
    Published on 21 June 2019

    Virtual reality to enter the operating room

    The age of virtual reality is upon us and with it, new approaches to education. Thanks to its immersive environment, virtual reality offers a unique opportunity for training in at-risk environments such as hospital operating rooms.

  • simulation-based medical tool
    Published on 09 April 2019

    Virtual reality: training medical students on infection control

    Grenoble Ecole de Management, University Grenoble Alpes, Imperial College London and Heidelberg University have partnered with the start-up Simango to deliver the first virtual reality training on infection control in operating rooms.

  • Open innovation: the key to staying ahead of the game
    Published on 11 March 2019

    Open innovation: the key to staying ahead of the game

    Over the past 20 years, the pace of technological development has skyrocketed. To stay competitive, companies have to innovate efficiently and quickly bring new products or services to market. Open innovation offers a vision that can increase the...

  • 21 jours pour innover : une mission pas impossible
    Published on 21 December 2018

    21 days to innovate: a serious game to improve innovation!

    It takes 21 days to change a habit. What if a serious game could change our innovation habits in 21 days?

  • Published on 06 December 2018

    Serious game online: 15 min a day to make innovation a routine

    Grenoble Ecole de Management's new serious game « 21 days, The Innovation Quest » has been awarded the Silver Award in the Cultivating Curiosity category of Re-imagine Education, the international competition rewarding educational innovative...

  • Grenoble Ecole de Management étaye son offre de services corporate
    Published on 23 November 2018

    GEM: a catalyst for innovation

    Serious games, the first-year challenge, research chairs, a business lab… Innovation is at the heart of Grenoble Ecole de Management. The school offers students, researchers and businesses an environment to foster creativity and collaboration.

  • Le Parcours TechBiz manage l’innovation des entreprises technologiques
    Published on 22 October 2018

    TechBiz: innovation management for tech companies

    Is your tech company looking to improve its market strategy? TechBiz offers a unique opportunity to collaborate with motivated and specialized students. Under the supervision of an experienced mentor, the students will offer an in-depth analysis of...

  • Published on 10 July 2018

    Entrepreneurship, with or without innovation

    Two graduates from our MSc Innovation, Strategy and Entrepreneurship program share two completely different experiences as entrepreneurs. Their stories emphasize the need for new business founders to be able to solve problems, and to seize...

  • David Gotteland est professeur de marketing à Grenoble Ecole de Management
    Published on 21 June 2018

    How Can You Create a Reliable Innovation Process?

    Formatted, creative methods with a framework enable scientifically proven increases in innovation processes. The stakes are high as only 15% of innovative ideas at a company end up as financial and commercial successes.

  • Erno TORNIKOSKI is a Professor in Entrepreneurship at Grenoble Ecole de Management.
    Published on 28 September 2017

    Research: Entrepreneurship, understanding Technology-Based Competitive Advantage

    Policy-makers, researchers and entrepreneurs generally agree that R...

  • Adrien Barthel (GEM ESC 2010) crée un French Tech à Singapour
    Published on 03 July 2017

    Creating a French Tech in Singapore

    French Tech goes to Singapore, a hub for technology and innovation in Southeast Asia.

  • Published on 17 June 2017

    Nanovalor: a Platform to Evaluate the Value of New Tech

    Emerging technology can impact society and the economy in a variety of ways. Nanovalor creates a platform to analyze and learn about the value of new tech.

  • Published on 04 May 2017

    Study Trip Report

    2017 was a great success for the entrepreneurs of the MSc Innovation, Strategy and Entrepreneurship at Grenoble Ecole de Management. Students had the opportunity to travel to Silicon Valley (USA) and discover the world’s leading hub for innovation...

  • Crowdfunding: research shows uniqueness and differentiation are key.
    Published on 20 November 2016

    Research: When Selling a New Idea, Differentiation Beats Transparency

    If you would like to raise funds for a project using crowdfunding, recent research highlights that it is better to underline what makes your idea unique rather than emphasize transparency and a multitude of explanations. This conclusion is the...

  • Published on 16 July 2015

    Research: Unraveling the Link Between Managerial Risk-Taking and Innovation - the Mediating Role of a Risk-Taking Climate

    Innovation has become a crucial factor for companies looking to maintain their competitive advantage. Yet creating innovative ideas requires a certain level of risk-taking. While research on this subject has focused primarily on risk-taking at one...

  • Vincent Mangematin, Associate Dean for Corporate Relations and Research at Grenoble Ecole de Management
    Published on 17 March 2015

    Orchestrating Innovation with User Communities in the Creative Industries

    In search of continuous innovation, the digital creative industries have expanded their interactions with user communities to develop their products. This study highlights the evolution of these company-user relationships that allow for fluid...