Creativity in Product Innovation

ISBN-10: 0521002494

ISBN-13: 9780521002493

Edition: 2002

List price: $82.00 Buy it from $13.31
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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.
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Book details

List price: $82.00
Copyright year: 2002
Publisher: Cambridge University Press
Publication date: 1/3/2002
Binding: Paperback
Pages: 240
Size: 6.75" wide x 9.75" long x 0.50" tall
Weight: 1.100
Language: English

Jacob Goldenberg is a marketing professor at the Hebrew University of Jerusalem. He studies creativity, new product development, innovation, market dynamics, and the effects of social networks. He lives in Jerusalem, Israel.

David Mazursky is the Kmart Professor of Marketing at the School of Business Administration, the Hebrew University of Jerusalem. His research focuses on consumer behavior, creativity, product development, innovation, and interdisciplinary research relating to abstract structures in music and the arts.

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
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