CREATIVITY IN PRODUCT INNOVATION. GOLDENBERG J., MAZURSKY D. Księgarnia

Creativity in Product Innovation

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 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.

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

224 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.

CREATIVITY IN PRODUCT INNOVATION.

GOLDENBERG J., MAZURSKY D.

Contents