Factors Influencing Interaction of Creative Teams in Generation of Ideas of New Products: An Approach from Collaborative Scripts

The effective generation of new ideas with collaborative teams in the early stages of new product development is one of the most difficult challenges facing the management of product innovation. The systematic nature of the interaction processes in collaborative teams based on specific productive context has not been sufficiently addressed. This study proposes a systematic process of product development that allows, through a script of early stage of product development improving the effectiveness of collaborative teams. The proposal is based on ill-structured problem solving models; the perspective of resources and capabilities based on literature of management, and the approaches from the design of co-creation and collaborative learning. The proposed script was evaluated through an experiment design with four product development teams. The proposal goal has three contributions: firstly in relation to the improvement of the novelty of the product, second in relation to the decrease of uncertainty in the introduction of the product in the market, and third encouraging standardized work practices that adhere to a consistent set of procedures that can be successful. The study showed this work with collaborative teams based on collaboration scripts leads to improve results in relation to the novelty of the ideas generated in the design process and in its feasibility in productive contexts.