Sometimes it can be difficult or impractical to come up with totally new ideas. You might need to look outside your normal surroundings and scan the market. Although this can be done in a variety of ways, there are a number of common approaches. These are built around two key variables. First is the breadth of the search: is the search based within the same industry or does it move into a totally different area? The second variable is the balance between a passive and active search. For the passive, systems are put in place and then left to react to ideas as they surface. Alternatively, you can search in a proactive way. The relationship between these two produces the following activities which can generate a matrix (Fig. 8.4):

Figure ...

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