The Cognitive Process of Visioning-Driven Idea Generation

Abstract

Visioning is proposed as a promising approach of idea generation. This research aims to understand the cognitive process of visioning based on theories on imagination discussed in creative cognition research. The author drew several findings from 13 case studies. First, visioning can contribute to innovative idea generation through the process consisting of two steps of imagination, namely, imagination of a vision and imagination of a product as a constituent of the vision, and trials of conceptual combinations at each step of imagination. Second, innovativeness of a product idea is assumed to depend mainly on (1) a vision selected during the imagination of a product, (2) a certain object that a manager finds hopeful, especially when it is drawn from external sources, and (3) a future state, especially with regard to a market rather than a firm, selected during the imagination of a vision.