Hoặc các cấu trúc và thực hành các công ty và trường đại học sử dụng để tạo ra và tiếp thu kiến thức từ một quan điểm thực nghiệm (Reger, năm 1997; Williams, 2002) , nó được chấp nhận rộng rãi kiến thức về sáng tạo và đổi mới đã trở nên phức tạp hơn và hợp tác. | 20 Knowledge and the firm However there is a need for substantially more empirical research and greater appreciation of the nature of design and prototyping for their consequences to be properly evaluated. For example whether considering the production of knowledge from a theoretical perspective Gibbons et al. 1994 or the structures and practices that firms and universities use to generate and assimilate knowledge from an empirical perspective Reger 1997 Williams 2002 it is widely accepted that knowledge creation and innovation have become more complex and collaborative. Whilst this is recognized many current analyses of the impact of the new technologies on innovation within the innovation studies literature fail to address central aspects of these characteristics. They fail for example to place sufficient emphasis on the market-driven factors underlying the complexity and collaborative nature of innovation and knowledge production. The technologies are developed and used primarily in order to deliver better value to customers through for example greater speed and predictability in delivery reduced costs improved ability to deal with complexity or customized solutions or the bundling together of products and services. The ability of these technologies to facilitate greater user or consumer input into the innovation process has considerable implications for strategic management. It has long been recognized that engagement with sophisticated end-users enhances innovative product development von Hippel 1988 and can lead to the development of robust design iterations and families of products Gardiner and Rothwell 1985 . Simulation of the use of products and facilities and working with users to evaluate options as part of the design conversation is becoming a major part of the design and engineering process from the development of a new washing powder by Proctor Gamble through simulationof fireandmeansof escapeontheNewYorkTwinTowers project by Arup to the design of a .
