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Creativity in Product Innovation

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ISBN-10: 0521800897

ISBN-13: 9780521800891

Edition: 2001

Authors: Jacob Goldenberg, David Mazursky

List price: $151.00
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Creativity in Product Innovation describes a new technique for improving the creativity process in product design. It describes the theory and implementation of creativity templates, showing how they can be used to enhance the creative process.
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Book details

List price: $151.00
Copyright year: 2001
Publisher: Cambridge University Press
Publication date: 1/3/2002
Binding: Hardcover
Pages: 240
Size: 6.14" wide x 9.21" long x 0.55" tall
Weight: 1.122
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.

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