Creativity in Product Innovation
Edition: 1st edition
Publisher: Cambridge University Press
Published: December 15, 2001
Language: eng
Format: Hardcover
Number of pages: 238
ISBN-13: 9780521800891
Subjects: Product design; Production & quality control management; Research & development management; Management - General; Business/Economics; Business & Economics; Business / Economics / Finance; Product management; Marketing; Entrepreneurship; Marketing - Research; Technology / General; Management
First sentence: The emergence of the Creativity Templates approach can be best illustrated by looking at the reality of new product innovation and the widespread methods typically used to detect and identify ideas for new products.
Description: "Creativity in Product Innovation describes a remarkable new 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 recognized as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change."--Jacket.