The idea conception of the new packing service arose as an
intuition of one of the owners of the company. In the interview the
owner said “the idea came from my experience. I worked in a lab
dedicated to the overwrapping processes of medicines. My job was
repairing the machines. Later, I decided to have my own company
and designing machines for the pharmaceutical sector. One day I
thought, if I can build the machines, why not to do the packing
service myself? It may be profitable” (Personal communication,
october, 2010). According to Crossan et al. (1999), the expert view of
intuiting is a process of past pattern recognition. In the example, the
experience of the owner was fundamental as an explanation of the
origin of the intuition.