How Ideation Portfolio Management Influences Front‐End Success

Abstract

The front end of innovation is recognized as an important driver for successful new products and business prosperity. On the one hand, companies must generate a sufficient number and variety of high‐quality ideas to obtain a well‐balanced portfolio of potentially successful innovation projects. On the other hand, companies must strictly select and prioritize promising ideas and concepts because resource constraints do not allow for the pursuit of every idea. Therefore, companies must practice ideation portfolio management to simultaneously support the variety and selection of ideas and concepts before they enter the innovation project portfolio. To date, there is no research on how ideation portfolio management affects the performance of the front end and of the eventual project portfolio.The current study addresses this research gap in an empirical cross‐industry investigation of 175 medium‐sized and large firms in Germany using a double‐informant design. Ideation portfolio management is conceptualized with three elements: ideation strategy, process formalization, and creative encouragement. We find that all three elements independently and significantly contribute to front‐end success. The results also show that front‐end success mediates the relationship between the elements of ideation portfolio management and project portfolio success. More importantly, we find significant interaction effects between creative encouragement and process formalization and between creative encouragement and ideation strategy. The findings suggest that these elements of ideation portfolio management are complementary and should be balanced to maximize the performance of the front end and the eventual innovation project portfolio.