Innovation through Cross-fertilization

Enterprises pursue innovation in terms of products, processes, market. In relation to market innovation, the paper presents a technique of exploration of new markets based on the participation of an organization’s members in sharing their knowledge of extra-curricular domains. The technique has been experimented in a Small/Medium Enterprise (SME) with good results, also in terms of knowledge sharing within the job community. The interest of the technique goes beyond the exploration of new market segments, as a byproduct of it, that is the approaching of people to new domains, can enable a cross-fertilization between non-contiguous conceptual structures in terms of hints and ideas of lateral thinking nature