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Idea Management

Part 5. Product Innovation and Management

  1. Jeffrey Baumgartner

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05028

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Baumgartner, J. 2010. Idea Management. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1., Erps-Kwerps, Belgium

Publication History

  1. Published Online: 15 DEC 2010


Although suggestion schemes have been around for hundreds of years, idea management is still relatively new. Idea management is a structured business process for capturing focused business ideas from employees of a company, or any other group, and evaluating those ideas to identify the most promising ones. The approach is typically based around established creative problem solving (CPS) methodology, which allows managers to focus suggestions on actual business needs. The idea management process is typically facilitated by an enterprise software application with a front end for the submission of ideas and a back end where those ideas are evaluated by experts. This system is normally web based and all actions are performed via a web browser. However, software alone is not sufficient for a successful idea management initiative. An innovation manager or team needs to promote the system to colleagues, provide incentives for participation, and oversee the review and implementation of ideas. Likewise, top management buy-in ensures better results. The purpose of any idea management initiative should be the profitable implementation of ideas generated by the system.


  • suggestion box;
  • ideation;
  • brainstorming;
  • creativity;
  • idea management;
  • organizational innovation