This study explores the early stages of innovation: the predevelopment stages leading to development. The paper examines the agile project management approach as a flexible and dynamic approach to manage the predevelopment stages of innovation. Scholarly sources reveal insufficient findings, signaling a gap in the literature in the areas of fuzzy front end of innovations and the applicability of modern approaches such as the agile project management approach. As a result, this paper introduces a theoretical model, advancing concepts on agile project management, management innovation, and how these concepts can be applied to the predevelopment stages of innovation.
Marketing Management Innovation from the Perspective of Project Management