Creativity in Product Innovation

by Jacob Goldenberg, David Mazursky

Overview

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.

Product Details

ISBN-13:	9781107385627
Publisher:	Cambridge University Press
Publication date:	01/03/2002
Sold by:	Barnes & Noble
Format:	eBook
File size:	4 MB

About the Author

Dr Jacob Goldenberg, senior lecturer at the Hebrew University of Jerusalem School of Business Administration, is a leading expert on creative thinking and product development. He has taught courses and workshops in inventive thinking for hi-tech companies and marketing organizations in both Israel and the United States, and has worked with companies such as Scitex, Intel, Motorola, Coca-Cola, Mastercard, Ogilvy & Mather and Rapp & Collins. He received a joint Ph.D. degree on this topic from the School of Business Administration and the Racach Institute of Physics at the Hebrew University of Jerusalem, Summa Cum Laude. His bachelor's degree was in aeronautical engineering and his master's degree in mechanical engineering. Jacob published papers in leading journals, including Science, the Journal of Marketing Research, Marketing Science, Management Science, and others.
Prof. David Mazursky is an internationally acclaimed marketing expert and a prolific author. He received his Ph.D. in marketing from the Graduate School of Business Administration at New York University. A professor at the Hebrew University of Jerusalem School of Business Administration, he is currently the head of the Ph.D. committee at the university's School of Business Administration, and the director of The K-Mart Center for Retailing and International Marketing. His theories and research have been widely published in leading journals, including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, Organizational Behavior and Human Decision Processes, the Journal of Applied Psychology, the Journal of Experimental Social Psychology, Management Science, Science, and others.

Table of Contents

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.

Editorial Reviews

'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

From the Publisher