Innovation of new product and service development model harnessing cultural heritage

Abstract

The purpose of this dissertation is to propose Front-end of Innovation (FEI) process for the concept development of cultural products by harnessing cultural heritage as source of inspiration. The process is divided into 2 phases, idea generation and idea screening. The ideation technique combines Morphological Analysis (MA) with Cultural Design Model theory. The morphological matrix is built based on in-depth interview with 10 designers with rich experience in cultural product design from key cultural industries of Thailand. The matrix is further developed into web-based ideation tool for conducting case study research with 10 designers. The results from case studies, the concepts generated, were evaluated in terms of quantity of ideas and quality of ideas for validation of the idea generation method. Regarding idea screening phase, Means-end chain theory and the Schwartz’s universal human values were applied to discover attributes-consequences-values linkages of consumers purchasing cultural products, and 8 types of chain were identified. Data from 2 phases of the research were incorporated to develop the idea generation support system assisting designers and entrepreneurs seeking to develop concepts of products and services harnessing Thai cultural heritage as central value. The final idea generation support system was evaluated in terms of usability and thereby the diffusion of innovation employing Technology Acceptance Model. The study yields multiple implications. Regarding academic contribution, this study contributes to the domain of Front-end of Innovation process of culture-driven products, which have not been widely discussed despite their great potential. The proposed techniques and the idea generation support system would be used as foundation for future research regarding new product development of cultural products. As for managerial implication, the idea generation support system would assist designers and entrepreneurs to develop concepts of culture-driven products, essentially those in countries with rich cultural asset and in industries which rational benefits or technological advancement are deemphasized.