Creativity in product innovation:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cambridge
Cambridge University Press
2002
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | xii, 224 Seiten Illustrationen, Diagramme |
| ISBN: | 9780521002493 0521002494 9780521800891 0521800897 |
Staff View
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j
Contents
Preface pagexi
Acknowledgements xiij
Introduction: characterization and illustration of Creativity Templates 1
IK Theoretical framework
1 Codes of Product Evolution a Source for Ideation 13
Market based vs. product based information 13
Sources of information for new products 13
Critical evaluation of market based information at the micro level:
limitations of current product users 16
Critical evaluation of market based information at the macro level:
the diffusion of awareness about a new idea ] 7
Implications of the S shaped curve analysis 21
A proposition, a derivative and a dilemma 22
Information inherent in the product reflects market needs 23
The value of market research reconsidered 26
References 27
2 Revisiting the View of Creativity 29
Operational definition of creativity 29
Igniting the "creative spark" 30
Typology of research streams: the creative person, process and idea 31
Balancing surprise and regularity 35
v
Contents
The restricted—unrestricted scope ideation dilemma 36
Creativity Templates and other structured approaches 40
The major perspectives of the Creativity Templates approach 41
References 41
vmmmmjamtiim
3 A Critical Review of Popular Creativity enchancement
Methods 44
Brainstorming 45
Lateral thinking 53
"Six Thinking Hats" 54
Mind mapping 54
Random stimulation 54
References 55
part ii The Creativity Templates
4 The Attribute Dependency Template 59
An antenna in the snow — a detailed illustration 59
A disadvantage turned into an advantage 62
Generalization of the Attribute Dependency Template an innovative
lipstick 62
The basic principle of Attribute Dependency 63
How to compete with "Domino's Pizza" a hypothetical case 66
Making a better candle 71
Are accidents necessary for locating ideas for new products? 73
Attribute Dependency between attributes vs. within attributes
dependency 74
Cycles of dependencies 75
Summary 75
References 75
1
|^^H|||I Contents
5 The Forecasting Matrix 76
Searching for Attribute Dependency 76
Classification of variables 76
The forecasting matrix 78
Forecasting matrix analyzing baby ointment 89
Managing the ideation process issues 94
Improving scanning efficiency through heuristics 96
Summary 97
Operational prescription 98
References 98
6 The Replacement Template 99
What is the Replacement Template? 99
Implementation of the Replacement Template 104
Case study 1 a chair 109
Case study 2 a scanner 114
Case study 3 butter patties 116
When is exclusion appropriate? 119
Case study 4 Nike Air® ads 119
Case study 5 Bally shoe ads 122
Replacement vs. Attribute Dependency 122
Operational prescription 123
References 123
7 The Displacement Template 124
What is the Displacement Template? 124
Displacement is not unbundling ] 27
Implementation of the Displacement Template 128
Observations on the Displacement Template 130
Operational prescription 132
References 133
Hill Contents
8 The Component Control Template 134
What is the Component Control Template? 134
The thought process inherent in applying the Component Control
Template 137
Component Control without the need for a change in the product 140
Observations on the Component Control Template 142
Operational prescription 143
References 143
paFt;in,. A closer look at Templates
9 Templates in Advertising 147
Introduction 147
The fundamental templates of quality advertisements 148
Approaching creative advertising 152
Demonstrating Templates in advertising 153
Template distribution 163
Implications of Creativity Templates on creative execution in
advertising 164
References 166
10 Further Background to the Template Theory 168
Space 168
Characteristics 168
Links 169
Configuration 170
Operators 171
Creativity Templates as macro operators 173
References 176
!
jlJIpjljll Contents
m Validation of the Templates theory
11 Demarcating the Creativity Templates 179
Mapping research: toward a product based framework for Templates
definition 179
Can Templates explain and predict the emergence of blockbuster
products? 180
Can training in Templates improve creativity and quality of product
ideas? 184
How effective are the Templates? 185
How effective is the Attribute Dependency Template? 188
Conclusions 194
References 195
12 The Primacy of Templates in Success and Failure of Products 197
Introduction 197
Predicting new product success 197
Early determinants 200
Project level determinants of new product success 202
Hypotheses regarding the predictive power of Templates and other
early determinants 204
Study 1: predicting success of patented products 205
Study 2: the unified model 206
Why early determinants can predict success 211
Conclusions of the empirical studies 213
Appendix 214
References 216
Index 219 |
| any_adam_object | 1 |
| author | Goldenberg, Jacob 1962- Mazursky, David |
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| dewey-ones | 658 - General management |
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2025-02-20T07:08:18Z |
| institution | BVB |
| isbn | 9780521002493 0521002494 9780521800891 0521800897 |
| language | English |
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| physical | xii, 224 Seiten Illustrationen, Diagramme |
| publishDate | 2002 |
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| publisher | Cambridge University Press |
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| spellingShingle | Goldenberg, Jacob 1962- Mazursky, David Creativity in product innovation Creative ability New products Kreativität (DE-588)4032903-3 gnd Methode (DE-588)4038971-6 gnd Produktinnovation (DE-588)4047346-6 gnd Produktentwicklung (DE-588)4139402-1 gnd Kreatives Denken (DE-588)4165549-7 gnd |
| subject_GND | (DE-588)4032903-3 (DE-588)4038971-6 (DE-588)4047346-6 (DE-588)4139402-1 (DE-588)4165549-7 |
| title | Creativity in product innovation |
| title_auth | Creativity in product innovation |
| title_exact_search | Creativity in product innovation |
| title_full | Creativity in product innovation Jacob Goldenberg and David Mazursky |
| title_fullStr | Creativity in product innovation Jacob Goldenberg and David Mazursky |
| title_full_unstemmed | Creativity in product innovation Jacob Goldenberg and David Mazursky |
| title_short | Creativity in product innovation |
| title_sort | creativity in product innovation |
| topic | Creative ability New products Kreativität (DE-588)4032903-3 gnd Methode (DE-588)4038971-6 gnd Produktinnovation (DE-588)4047346-6 gnd Produktentwicklung (DE-588)4139402-1 gnd Kreatives Denken (DE-588)4165549-7 gnd |
| topic_facet | Creative ability New products Kreativität Methode Produktinnovation Produktentwicklung Kreatives Denken |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009745758&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT goldenbergjacob creativityinproductinnovation AT mazurskydavid creativityinproductinnovation |
Indexes
THWS Schweinfurt Zentralbibliothek Lesesaal
| Call Number: |
2000 QP 624 G618 |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |