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Form ideas to innovation: A creativity-driven model for new product development in the Algerian agro-food industry

Author

Listed:
  • Sabrina Boukellal

    (University of Bejaia, Bejaia, Algeria)

  • Hakima Souki

    (Mouloud Mammeri University of Tizi-Ouzou, Tizi Ouzou, Algeria)

  • Mohand Chitti

    (University of Bejaia, Bejaia, Algeria)

Abstract

This study investigates the creativity process involved in product innovation within the context of an Algerian agro-food company. Based on the Structured Analysis and Design Technique (SADT) and the Creative Problem Solving (CPS) model, the research proposes a framework for modelling creativity throughout the innovation process. Using a qualitative approach, the study reveals how creativity tools and methods contribute to the design of innovative products and the integration of customer needs. The research emphasizes the importance of interdisciplinary collaboration and highlights the dynamic interplay between creativity and innovation. Findings suggest that structured modelling enhances internal coordination and supports more effective decision-making in new product development. This study contributes to both theoretical understanding and managerial practices by offering a replicable model for creativity-driven innovation.

Suggested Citation

  • Sabrina Boukellal & Hakima Souki & Mohand Chitti, 2025. "Form ideas to innovation: A creativity-driven model for new product development in the Algerian agro-food industry," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 20(4), pages 12-25.
    • Handle: RePEc:cub:journm:v:20:y:2025:i:4:p:12-25
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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