This method helps to initiate an innovation process. It combines the resource-based view (RBV) and the market/environment-based view (MBV) to find new fields for innovations. With this method a search-box is created that leads to potential changes or new products for a company.

Here is the cycle of this method:

1. Business Analysis (=resource-based view)

In the first step collect the following parts of an internal business analysis:
 

• What are the distinct values of your company?
• What are the main strategies?
• What are the main core competencies?
• What are the strengths, assets?

2. Environmental Analysis (= market-based view)

In the second step the following parts of an external business analysis are collected. Some relevant parts from the PESTL and SWOT analysis are taken:

• What are the current market developments? (technical, political, social)
• What are the current opportunities (trends) on the market?

3. Creation of the Search-Box

Now all aspects of the internal analysis are listed in the rows. The external aspects are listed in the columns.

Example:

4. Finding new Innovation field

The last step involves checking every cell for the potential to innovate. If a combination is found i.e. a cell which points to possibilities, find a slogan for it. The slogan is the title for a new innovation project.