Innovation Cycles: A Comparison of Methodology

Innovation is a key to success, which results from a new process, reorganization, or

improvement (Kline & Rosenberg, n.d.). It is a necessary element for a company’s growth, and

can lead to increased profits, reflecting almost 30 percent higher returns when used as a primary

strategy (Ohio State University, n.d.). While the details may vary, the basic concept of

innovation begins with an idea or concept, then continues through a development phases

(Cogliandro, 2007). Innovation cycles are developed through superimposing the “innovative

picture” over the basic development phases.

Innovation
Cycle Initial Phase Second Phase Third Phase Final Phase
Turbine Intake Compress Combust Thrust
CIRAS Definition Discovery Development Delivery
Opportunity Market
Rapid (RIC) recognition Solution Selection Experimentation Experimental Results

Turbine Engine Model

The turbine model, similar to the functioning of a turbine engine, follows four main

phases of intake, compress, combust, and thrust, in which each phase feeds the next, as well as

by external environmental factors (Cogliandro, 2007). The intake phase, also known as the

funnel, is the concept phase that acquires and documents raw ideas, technology, strategies, and

theories for product development. This feeds into the critical compress phase, where the

elements acquired during the intake phase is validated into concepts for preliminary designs. It

then continues to the combust phase for engineering and development, further detailed design,

final prototype testing, and preparation for going to market occurs. Finally, during the thrust

phase, the final product is output to the market, profits and losses are determined, going support

and training is conducted, and feedback is acquired (Cogliandro, 2007).

Center for Industrial Research and Service (CIRAS) Cycle

CIRAS innovation cycle begins with an idea, and follows four phases of definition,

discovery, development, and delivery (Iowa State University, 2013). Definition is the concept

phase, which creates and captures new ideas. It then refines ideas by determining if it yields

business value through developing value propositions and evaluating strategic fits. This leads

into the valued concept phase of discovery, where pilot concepts are developed to determine

value, estimate financial returns, evaluate competitive options, and commit resources. Valued

concepts are developed into ready solutions. In this phase, development occurs by through

strategic planning and solution designing. Processes are verified and validated and a marketing

plan is created. Finally, the cycle enters the innovation phase, in which the product is delivered,

innovation is integrated into existing processes and practices, literature is refined and teams learn

to communicate effectively (Iowa State University, 2013).

Rapid Innovation Cycle (RIC)

RIC was developed in 2011 in Spain, as an innovation and market testing process to scout

innovative products and services to improve the economy. It is now applied across various

industries for innovation, and consists of four key phases of opportunity recognition, solution

selection, market experimentation, and experimental results (McCoy, Chagpar, & Tasic, 2012).

In the opportunity recognition phase, markets are identified that poses new opportunities. In the

solution selection, possible solutions are brainstormed and developed, to meet these new

opportunities, taking into considerations the associated constraints. Markets tests are then

conducted during the market experimentation phase, to assess demand for the possible solutions.

Finally, the experimental results phase is entered where results from the market experimentation
is assessed and analyzed to support critical and strategic decision-making processes (McCoy,

Chagpar, & Tasic, 2012).