The project for the creation of an innovative product is very much risk-sensitive. Thus, the success the company wants to obtain by taking in such projects is totally dependent on the quality of all of the decisions taken, especially the strategically ones, where the outcome of the creation process is envisaged for the first time. The purpose of this paper is the preliminary identification at a strategic level of decision making stands, regarding the adoption by the company of the concept of innovative product. At the same time, the paper makes a proposition to the actors involved in the decisional strategic process, to take into account a risk management phase in order to help them take the best decisions.
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