Creativity in product innovation /
Jacob Goldenberg and David Mazursky.
- xiii, 224 pages : illustrations ; 25 cm.
Includes bibliographical references (pages 216-218) and index.
Theoretical framework -- Codes of product evolution: a source for ideation -- Revisiting the view of creativity -- A critical review of popular creativity-enhancement methods -- The creativity templates -- The attribute dependency template -- The forecasting matrix -- The replacement template -- The displacement template -- The component control template -- A closer look at templates -- Templates in advertising -- Further background to the template theory -- Validation of the templates theory -- Demarcating the creativity templates -- The primacy of templates in success and failure of products.
"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.