Increasing R&D and Marketing Integration in the Fuzzy Front End to Stimulate and Support Radical innovation
Large and mature companies often struggle with their capability of introducing radical innovations, as they can be in conflict with existing business model, processes and bureaucracy. A vital phase of the radical innovation process is the first phase, called the Fuzzy Front End. Scholars claim that FFE activities are entailed with much complexity and uncertainty, yet crucial for a company’s compet