Where In The Process

While reading a paper on innovation for continuous product development, I discovered that there are different opinions about where the generation of ideas (innovation) should occur in the product development process. One model says that the creative ideas should be generated only at the beginning (see below). Another says it should occur throughout. This issue is somewhat similar to, and maybe related to, the use of marketing staff in the product development process - the subject of the marketing paper I submitted for publishing. In the paper, I looked whether marketing staff should be used only at the end of the process. Very interesting.