Striving for Meaning - a Study of Innovation Processes
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Mälardalen University Press Dissertations No. 187 STRIVING FOR MEANING - A STUDY OF INNOVATION PROCESSES Åsa Öberg 2015 School of Innovation, Design and Engineering Mälardalen University Press Dissertations No. 187 STRIVING FOR MEANING - A STUDY OF INNOVATION PROCESSES Åsa Öberg Akademisk avhandling som för avläggande av filosofie doktorsexamen i innovation och design vid Akademin för innovation, design och teknik kommer att offentligen försvaras fredagen den 16 oktober 2015, 10.00 i Raspen, Mälardalens högskola, Eskilstuna. Fakultetsopponent: Professor Koenraad Debackere, KU Leuven Copyright © Åsa Öberg, 2015 ISBN 978-91-7485-230-1 ISSN 1651-4238 Printed by Arkitektkopia, Eskilstuna, Sweden Akademin för innovation, design och teknik Mälardalen University Press Dissertations No. 187 Mälardalen University Press Dissertations No. 187 STRIVING FOR MEANING - A STUDY OF INNOVATION PROCESSES Åsa Öberg STRIVING FOR MEANING - A STUDY OF INNOVATION PROCESSES Åsa Öberg Akademisk avhandling som för avläggande av filosofie doktorsexamen i innovation och design vid Akademin för innovation, design och teknik kommer att offentligen försvaras fredagen den 16 oktober 2015, 10.00 i Raspen, Mälardalens högskola, Eskilstuna. Akademisk avhandling Fakultetsopponent: Professor Koenraad Debackere, KU Leuven som för avläggande av filosofie doktorsexamen i innovation och design vid Akademin för innovation, design och teknik kommer att offentligen försvaras fredagen den 16 oktober 2015, 10.00 i Raspen, Mälardalens högskola, Eskilstuna. Fakultetsopponent: Professor Koenraad Debackere, KU Leuven Akademin för innovation, design och teknik Akademin för innovation, design och teknik Abstract Traditionally, innovation processes have often focused on creatively solving problems with the help of new technology or business models. However, when describing products in terms of function or visual appearance, the reflection on a less visible dimension, the product meaning, is left out. The perspective of meaning is an alternative path to innovation that pays attention to the reason for using a product, its “why” rather than its “how”. Nevertheless, within the field of innovation management, research on meaning is still in its infancy and lacks well developed frameworks. The objective of this study is to increase the understanding of the dimension of meaning within the innovation processes in companies and - in particular - the practices that support such a process, looking particularly at nine cases where managers sought to develop directions of new product meaning - spanning businesses within manufacturing, consumer goods and fashion. The study shows that companies used practices often opposite to what is described in innovation literature. Rather than taking out and leaving their opinions behind to reach a “beginner's mind”, the managers showed a silent evolving of interest and a conscious exposing of their own personal beliefs. They moved beyond standard procedures of information sharing to a practice of a multifaceted criticizing. Rather than outsourcing the product solutions, a practice of embodying the proposed product meaning was observed. In-depth studies showed that when the participants do not expose their thoughts with conviction, the process of searching to innovate product meaning seems to struggle. The act of exposing does not happen in a moment but when individuals open up and let old interpretations fade away, leaving room for new perspectives. Moreover, these studies showed that external sources, so called interpreters, fuel discussions on product meaning by leveraging a critical ability that includes practices described as asking, giving, daring and playing. The study contributes with an increased understanding of the meaning dimension within innovation management by leveraging theories of hermeneutics, design and leadership. It shows that this type of innovation process is relevant but differs from processes of creatively solving problems. Rather than being driven to find solutions, a meaning perspective includes a process of striving towards new potential product meaning. ISBN 978-91-7485-230-1 ISSN 1651-4238 Copyright ISBN etc Till Pappa This research was funded by the European Union’s Seventh Framework Programme for Research, Marie Sklodowska-Curie Actions. It has been part of the DESMA Network, an Initial Training Network within design and management. 2 3 ABSTRACT Traditionally, innovation processes have often focused on creatively solving prob- lems with the help of new technology or business models. However, when de- scribing products in terms of function or visual appearance, the reflection on a less visible dimension, the product meaning, is left out. The perspective of mean- ing is an alternative path to innovation that pays attention to the reason for us- ing a product, its “why” rather than its “how”. Nevertheless, within the field of innovation management, research on meaning is still in its infancy and lacks well developed frameworks. The objective of this study is to increase the understanding of the dimension of meaning within the innovation processes in companies and - in particular - the practices that support such a process, looking particularly at nine cases where managers sought to develop directions of new product meaning - spanning busi- nesses within manufacturing, consumer goods and fashion. The study shows that companies used practices often opposite to what is de- scribed in innovation literature. Rather than taking out and leaving their opinions behind to reach a “beginner’s mind”, the managers showed a silent evolving of interest and a conscious exposing of their own personal beliefs. They moved be- yond standard procedures of information sharing to a practice of a multifaceted criticizing. Rather than outsourcing the product solutions, a practice of embodying the proposed product meaning was observed. In-depth studies showed that when the participants do not expose their thoughts with conviction, the process of searching to innovate product meaning seems to struggle. The act of exposing does not happen in a moment but when individuals open up and let old inter- pretations fade away, leaving room for new perspectives. Moreover, these studies showed that external sources, so called interpreters, fuel discussions on product meaning by leveraging a critical ability that includes practices described as asking, giving, daring and playing. The study contributes with an increased understanding of the meaning dimen- sion within innovation management by leveraging theories of hermeneutics, de- sign and leadership. It shows that this type of innovation process is relevant but differs from processes of creatively solving problems. Rather than being driven to find solutions, a meaning perspective includes a process ofstriving towards new potential product meaning. 4 5 ABSTRACT Traditionally, innovation processes have often focused on creatively solving prob- lems with the help of new technology or business models. However, when de- scribing products in terms of function or visual appearance, the reflection on a less visible dimension, the product meaning, is left out. The perspective of mean- ing is an alternative path to innovation that pays attention to the reason for us- ing a product, its “why” rather than its “how”. Nevertheless, within the field of innovation management, research on meaning is still in its infancy and lacks well developed frameworks. The objective of this study is to increase the understanding of the dimension of meaning within the innovation processes in companies and - in particular - the practices that support such a process, looking particularly at nine cases where managers sought to develop directions of new product meaning - spanning busi- nesses within manufacturing, consumer goods and fashion. The study shows that companies used practices often opposite to what is de- scribed in innovation literature. Rather than taking out and leaving their opinions behind to reach a “beginner’s mind”, the managers showed a silent evolving of interest and a conscious exposing of their own personal beliefs. They moved be- yond standard procedures of information sharing to a practice of a multifaceted criticizing. Rather than outsourcing the product solutions, a practice of embodying the proposed product meaning was observed. In-depth studies showed that when the participants do not expose their thoughts with conviction, the process of searching to innovate product meaning seems to struggle. The act of exposing does not happen in a moment but when individuals open up and let old inter- pretations fade away, leaving room for new perspectives. Moreover, these studies showed that external sources, so called interpreters, fuel discussions on product meaning by leveraging a critical ability that includes practices described as asking, giving, daring and playing. The study contributes with an increased understanding of the meaning dimen- sion within innovation management by leveraging theories of hermeneutics, de- sign and leadership. It shows that this type of innovation process is relevant but differs from processes of creatively solving problems. Rather than being driven to find solutions, a meaning perspective includes a process ofstriving towards new potential product meaning. 4 5 SAMMANFATTNING Innovationsprocesser handlar ofta om kreativ problemlösning där produkter beskrivs genom ny teknik eller en ny affärsmodell. Detta fokus på funktion och ibland utseende utelämnar en parameter - nämligen den som rör produktens