From Creative Ideas to Innovation Performance: The Role of Assessment Criteria

Abstract

This article aims to make idea screening studies even more relevant to innovation management by coupling a set of assessment criteria so that they can be used for identifying early product ideas with innovation potential. We develop a framework, which integrates the complementary theoretical perspectives from the creativity and innovation literatures. The approach draws novelty and usefulness insights from the creativity literature and combines these with novelty and market potential insights from the innovation literature. The resulting framework encompasses novelty of a product idea and its usefulness to the intended recipients, but with a distinct focus on the value to the firm that can be created through market potential. This set of criteria makes it possible to couple creative ideas for new products directly to potential innovation performance. For the study, industry and market experts made assessments of 106 student‐generated projects; these assessments underline the distinctiveness of the three criteria and support the value of each criterion's independent role in assessing the innovation potential. Two student project cases particularly shed light on the relevance of each criterion and on its unique relationship within the framework.