Creativity in product innovation

Half-title......Page 3
Title......Page 5
Copyright......Page 6
Contents......Page 7
Preface......Page 13
Acknowledgements......Page 15
Gates, computers and extraterrestrial intelligence......Page 17
Multicolored car......Page 20
Pizza delivery......Page 22
The wonderful Lighthouse of Alexandria......Page 23
From antiquity to modernity......Page 25
Part I Theoretical framework......Page 27
Sources of information for new products......Page 29
Critical evaluation of market-based information at the micro level: limitations of current product users......Page 32
Critical evaluation of market-based information at the macro level: the diffusion of awareness about a new idea......Page 33
Implications of the S-shaped curve analysis......Page 37
A proposition, a derivative and a dilemma......Page 38
Information inherent in the product reflects market needs......Page 39
The value of market research reconsidered......Page 42
REFERENCES......Page 43
Operational definition of creativity......Page 45
Igniting the “creative spark”......Page 46
Typology of research streams: the creative person, process and idea......Page 47
Focusing on the creative person......Page 48
Focusing on the creative idea......Page 49
Balancing surprise and regularity......Page 51
The restricted–unrestricted scope ideation dilemma......Page 52
Creativity Templates and other structured approaches......Page 56
REFERENCES......Page 57
3 A Critical Review of Popular CreativityenhancementMethods......Page 60
Brainstorming......Page 61
Lateral thinking......Page 69
Random stimulation......Page 70
REFERENCES......Page 71
Part II The Creativity Templates......Page 73
An antenna in the snow – a detailed illustration......Page 75
Generalization of the Attribute Dependency Template – an innovative lipstick......Page 78
The basic principle of Attribute Dependency......Page 79
How to compete with “Domino’s Pizza” – a hypothetical case......Page 82
Making a better candle......Page 87
Are accidents necessary for locating ideas for new products?......Page 89
Attribute Dependency – between attributes vs. within attributes dependency......Page 90
REFERENCES......Page 91
Internal versus external variables......Page 92
The forecasting matrix......Page 94
Elements connected to internal variables......Page 97
Elements connected with external variables......Page 102
Description of the product......Page 105
Baby ointment matrix......Page 106
Matrix cell B1: Odor and amount of excretion......Page 108
Matrix cell A6: Time and viscosity......Page 109
A degenerated matrix versus a saturated matrix......Page 110
Improving scanning efficiency through heuristics......Page 112
Summary......Page 113
REFERENCES......Page 114
What is the Replacement Template?......Page 115
The Search for Extraterrestrial Intelligence (SETI)......Page 116
Replacement in Russian theater......Page 117
A flat tire in the wrong place and time......Page 118
Implementation of the Replacement Template......Page 120
Replacement as a Template of innovation......Page 121
Case study 1 – a chair......Page 125
Replacement in a scanner......Page 130
The Replacement Template – a step-by-step presentation......Page 132
Case study 4 – Nike-Air® ads......Page 135
Replacement vs. Attribute Dependency......Page 138
REFERENCES......Page 139
What is the Displacement Template?......Page 140
Displacement is not unbundling......Page 143
Implementation of the Displacement Template......Page 144
Caution with Displacement: a Displacement without a real exclusion pitfall......Page 146
Displacement of a quantitative attribute......Page 147
Operational prescription......Page 148
REFERENCES......Page 149
What is the Component Control Template?......Page 150
The thought process inherent in applying the Component Control Template......Page 153
Component Control without the need for a change in the product......Page 156
Observations on the Component Control Template......Page 158
REFERENCES......Page 159
Part III A closer look at Templates......Page 161
Introduction......Page 163
The fundamental Templates of quality advertisements......Page 164
Identification of the Creativity Templates......Page 166
Approaching creative advertising......Page 168
Inferring Templates......Page 169
Template distribution......Page 179
Implication of Creativity Templates on creative execution in advertising......Page 180
REFERENCES......Page 182
Characteristics......Page 184
Links......Page 185
Configuration......Page 186
Operators......Page 187
I. The Attribute Dependency Template......Page 189
II. The Replacement Template......Page 190
IV. The Component Control Template......Page 191
REFERENCES......Page 192
Part IV Validation of the Templates theory......Page 193
Mapping research: toward a product-based framework for Templates definition......Page 195
Can Templates explain and predict the emergence of blockbuster products?......Page 196
Preliminary study: are Templates trainable?......Page 200
Study 1......Page 201
Study 2......Page 203
Study 3......Page 204
Study 4......Page 208
Conclusions......Page 210
REFERENCES......Page 211
Predicting new product success......Page 213
Source of idea......Page 216
Project-level determinants of new product success......Page 218
Hypotheses regarding the predictive power of Templates and other early determinants......Page 220
Study 1: predicting success of patented products......Page 221
Study 2: the unified model......Page 222
Effect of covariates......Page 226
Why early determinants can predict success......Page 227
Conclusions of the empirical studies......Page 229
Appendix......Page 230
REFERENCES......Page 232
Index......Page 235