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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Finding and Developing New Product Ideas: An Ideation

Process for Entrepreneurs

Author(s): Michael J. Swenson, Gary K. Rhoads, David B. Whitlark

Citation: Michael J. Swenson, Gary K. Rhoads, David B. Whitlark, (2013) "Finding and Developing New Product Ideas: An Ideation Process for Entrepreneurs," Journal of Applied Business and Economics, Vol. 15, Iss. 3, pp. 19-25

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Ideation is the creative process of generating, developing, and communicating new ideas (Johnson,

2005). In this paper, we develop an ideation process for entrepreneurs, with a focus on problems

customers are trying to solve. This research evolves from the relevant marketing literature, from field

interviews, and from observations. We present a four-step ideation process.