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RESEARCH PRODUCT

Sensing and Generating New Opportunities for Value Innovation: How Team Behaviour Contributes to Success or to Failure?

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The behavioral side of the decision process inherent to strategy is an issue that is gaining attention from both academic and practitioners. At the same time, the Schumpeterian conception of innovation, returns to gain relevance in an environment where technology leads to process dematerialization and exponential paths of change. In this context, this paper analyses which decision processes, cognitive abilities and heuristics lead to sense and generate value innovation for customers. The analysis of 26 master student teams that ran the same strategy simulator show that the consideration and description of a wide range of alternatives and team agreement as a result of discussion of such alternatives, is the recipe that leads to sense and generate value innovation. Alike, neither intuition nor analogies from past decisions are present in the set of conditions that lead to team success.