Explores the role of metaphor in the product development process and market solutions. Based sociocognitive perspective of the dynamics of innovation and the need to learn to market participants, the potential metaphor for the mental development of models in the development of new products (NPD) processes are investigated. Three roles metaphors as cognitive focusing devices for the coevolution of producers and consumers of mental models are derived: mental models of communication, mental that the model and create a mental model. These roles are illustrated by examples that confirm the need for creative use of metaphor as a cognitive focusing devices in NPD and market making. "Hide
by Torsten Teichert, Ivan Wartburg, Russell Braterman Source: Business Horizons 11 pages. Publication Date: November 15, 2006. Prod. #: BH213-PDF-ENG
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