Decision-Making in the Front-End of Apparel Innovation: A Study from Sri Lanka

Abstract

Front-end decisions focus on identifying the best approaches and conceptual ideas for a successful innovation process that would yield greater benefits from proposed financial investments. Hence, they are considered as forming the roots of success of the innovation process. Although scholars have emphasized the importance of front-end decisions for quite some time, little attention has been paid by researchers to the decision-making at the front-end of apparel innovation. Thus, the aim of this research is to explore the key decision-making process involved in the front-end so as to provide significant insight into decision situations and make a noteworthy contribution to this topic. Adopting the qualitative multiple case study research approach, three apparel companies engaged in apparel innovation within Sri Lanka were studied. The data were analyzed qualitatively using the process of data reduction, data display and aggregate conclusions on key decision-making gates at the front-end. It came to light that there are five key decisions to be made within the preliminary strategy identification and implementation phase. During the idea or concept, development phase three possible approaches were noted and the key decision gates were identified accordingly.