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Creativity in Product Innovation

Author

Listed:
  • Goldenberg,Jacob
  • Mazursky,David

Abstract

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.

Suggested Citation

  • Goldenberg,Jacob & Mazursky,David, 2002. "Creativity in Product Innovation," Cambridge Books, Cambridge University Press, number 9780521800891.
    • Handle: RePEc:cup:cbooks:9780521800891
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    Citations

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    Cited by:

    1. Ellen H.M. Moors & Rogier Donders, 2009. "Understanding consumer needs and preferences in new product development: the case of functional food innovations," Innovation Studies Utrecht (ISU) working paper series 09-03, Utrecht University, Department of Innovation Studies, revised Feb 2009.
    2. Dominik Mahr & Aric Rindfleisch & Rebecca Slotegraaf, 2015. "Enhancing Crowdsourcing Success: the Role of Creative and Deliberate Problem-Solving Styles," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 209-221, September.
    3. Mohamed Neffati, 2012. "Ict, Informational Innovation And Knowledge-Based Economy," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 1(14), pages 1-21.
    4. Hassan Arabshahi & Hamed Fazlollahtabar, 2018. "Classifying Innovative Activities Using Decision Tree and Gini Index," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 15(03), pages 1-14, June.
    5. Simone, Cristina & Barile, Sergio & Grandinetti, Roberto, 2021. "The emergence of new market spaces: Brokerage and firm cognitive endowment," Journal of Business Research, Elsevier, vol. 134(C), pages 457-466.
    6. Sara Caprioli & Christoph Fuchs & Bram Van den Bergh, 2023. "On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 48-69.
    7. Daniel Szopinski, 2021. "To see or not to see: A creativity feature to enhance business model ideation using business model development software," Working Papers Dissertations 82, Paderborn University, Faculty of Business Administration and Economics.
    8. Chiu, Chia-Nan & Yang, Cheng-Liang, 2019. "Competitive advantage and simultaneous mutual influences between information technology adoption and service innovation: Moderating effects of environmental factors," Structural Change and Economic Dynamics, Elsevier, vol. 49(C), pages 192-205.
    9. Schulze, Anja & Hoegl, Martin, 2008. "Organizational knowledge creation and the generation of new product ideas: A behavioral approach," Research Policy, Elsevier, vol. 37(10), pages 1742-1750, December.
    10. Melissa Baucus & William Norton & David Baucus & Sherrie Human, 2008. "Fostering Creativity and Innovation without Encouraging Unethical Behavior," Journal of Business Ethics, Springer, vol. 81(1), pages 97-115, August.
    11. Olivier Toubia & Oded Netzer, 2017. "Idea Generation, Creativity, and Prototypicality," Marketing Science, INFORMS, vol. 36(1), pages 1-20, January.
    12. J. Jason Bell & Christian Pescher & Gerard J. Tellis & Johann Füller, 2024. "Can AI Help in Ideation? A Theory-Based Model for Idea Screening in Crowdsourcing Contests," Marketing Science, INFORMS, vol. 43(1), pages 54-72, January.
    13. Kim, Yeun Joon & Zhong, Chen-Bo, 2017. "Ideas rise from chaos: Information structure and creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 138(C), pages 15-27.
    14. Bicen, Pelin & Kamarudin, Suzilawati & Johnson, William H.A., 2014. "Validating new product creativity in the eastern context of Malaysia," Journal of Business Research, Elsevier, vol. 67(1), pages 2877-2883.

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