The article shows the need for an unconventional innovation methodology within the field of new product development (NPD). Systematic Inventive Thinking (SIT) is such a method which has been applied successfully in the chemical industry.
An overview of the method, together with case studies from the industry, demonstrates the value of this departure from traditional thinking and other, more widespread, innovation methods.
Link to the full article: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=880443