Abstract
ABSTRACTWe develop an easy‐to‐implement programmed method for generating new product ideas from existing products. In this method, whose core is a compatibility matrix, each pair of components or each pair of attributes used in a new design is already part of one or more existing products produced by the firm or its competitors. The method has theoretical significance because such new designs might exist. The method also has practical significance because in most cases, a firm can use this programmed approach almost routinely.
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