EXPERIMENTAL METHODOLOGY TO INTERPRET THE COMPLEXITY OF THE PRODUCT INNOVATION CONCEPT IN THE CLASSROOM

Abstract

Day after day, managers and entrepreneurs propose new products, services, equipment or ideas designed to improve customer satisfaction, all of these proposals can be the result of inspiration or, simply, have been observed in the competition and, in this case, they are directly applied. Most likely, most of these projects end in failure or, simply, they do not reach the expected results. But, worst of all, after that difficult experience, you will have learned very little about the reasons why you were motivated. This is what usually happens in the professional context, however, in the pedagogical context of business studies, this phenomenon is even more critical due to the lack of experience of the students and, sometimes, of the teachers. Nobody doubts that nowadays that the environment in which the students of Business Administration and similar courses are, more unpredictable than in the past. The so-called fourth industrial revolution, the unstoppable globalization and artificial intelligence, makes future approaches different from those of a few years ago. In the studies of Business Administration there are academic subjects that contain the concepts of 'innovation' and / or 'creation' of new products and our work and that is why the paper will analyze appropriate methodologies for its study and teaching. The study methodology can not stop considering the new reality, so the subject „Management and product management“, which among other aspects is the concept of „innovation“ must include the analysis of an environment in continuous transformation.