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Creativity in Product Innovation - Jacob Goldenberg

Creativity in Product Innovation

Hardcover

Published: 11th February 2002
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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.

'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

Preface
Acknowledgements
Introduction
Codes of product revolution - a source for ideation
Revisiting the view of creativity
A review of popular creativity enhancement methods
The attribute dependency template
The forecasting matrix
The replacement template
The displacement template
The component control template
Templates in advertising
Further background to the template theory
Demarcating the creativity templates
The primacy of templates in success and failure of products
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780521800891
ISBN-10: 0521800897
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 240
Published: 11th February 2002
Publisher: Cambridge University Press
Country of Publication: GB
Dimensions (cm): 23.4 x 15.6  x 1.4
Weight (kg): 0.51