Creativity in Product Innovation

Creativity in Product Innovation describes a remarkable technique for improving creativity in product design.

Jacob Goldenberg (Author), David Mazursky (Author)

9780521002493, Cambridge University Press

Paperback, published 3 January 2002

240 pages, 70 b/w illus.
24.7 x 17.5 x 1.3 cm, 0.48 kg

'The book would be valuable reading for any professional in any one aspect of a product development process. It offers a divergent view that will stimulate and challenge the reader to reflect on their own product development processes with fresh insight … this is a worthwhile text.' Innovation

Creativity in Product Innovation describes a remarkable technique for improving the creativity process in product design. Certain 'regularities' in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as Creativity Templates. This book describes the theory and implementation of these templates, showing how they can be used to enhance the creative process and thus enable people to be more productive and focused. Representing the culmination of years of research on the topic of creativity in marketing, the Creativity Templates approach has been recognised as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change. It has been successfully implemented through workshops in international companies including Philips Consumer Electronics, Ford Motor Co., Ogilvy & Mather Worldwide, Kodak, Coca-Cola and many others.

Preface
Acknowledgements
Introduction
1. Codes of product revolution - a source for ideation
2. Revisiting the view of creativity
3. A review of popular creativity enhancement methods
4. The attribute dependency template
5. The forecasting matrix
6. The replacement template
7. The displacement template
8. The component control template
9. Templates in advertising
10. Further background to the template theory
11. Demarcating the creativity templates
12. The primacy of templates in success and failure of products.

Subject Areas: Production & quality control management [KJMV5], Business & management [KJ], Product design [AKP]