INSEAD Library

Includes bibliographical references and index

Digitized

Creativity in Product Innovation Contents Preface Acknowledgements page xi xiii 1 Introduction: characterization and illustration of Creativity Templates Part I 1 Theoretical framework Codes of Product Evolution -- a Source for Ideation Market-based vs. product-based information Sources of information for new products Critical evaluation of market-based information at the micro level: limitations of current product users Critical evaluation of market-based information at the macro level: the diffusion of awareness about a new idea Implications of the S-shaped curve analysis A proposition, a derivative and a dilemma Information inherent in the product reflects market needs The value of market research reconsidered References 13 13 13 16 17 21 22 23 26 27 2 Revisiting the View of Creativity Operational definition of creativity Igniting the "creative spark" Typology of research streams: the creative person, process and idea Balancing surprise and regularity 29 29 30 31 35 The restricted--unrestricted scope ideation dilemma Creativity Templates and other structured approaches The major perspectives of the Creativity Templates approach References 36 40 41 41 3 A Critical Review of Popular Creativity-enchancement Methods Brainstorming Lateral thinking "Six Thinking Hats" Mind mapping Random stimulation References 44 45 53 54 54 54 55 Part II 4 The Creativity Templates The Attribute Dependency Template An antenna in the snow -- a detailed illustration A disadvantage turned into an advantage Generalization of the Attribute Dependency Template -- an innovative lipstick The basic principle of Attribute Dependency How to compete with "Domino's Pizza" -- a hypothetical case Making a better candle Are accidents necessary for locating ideas for new products? Attribute Dependency -- between attributes vs. within attributes dependency Cycles of dependencies Summary References 59 59 62 62 63 66 71 73 74 75 75 75 5 The Forecasting Matrix Searching for Attribute Dependency Classification of variables The forecasting matrix Forecasting matrix -- analyzing baby ointment Managing the ideation process issues Improving scanning efficiency through heuristics Summary Operational prescription References 76 76 76 78 89 94 96 97 98 98 6 The Replacement Template What is the Replacement Template? Implementation of the Replacement Template Case study 1-- a chair Case study 2 -- a scanner Case study 3 -- butter patties When is exclusion appropriate? Case study 4 -- Nike-Air® ads Case study 5 -- Bally shoe ads Replacement vs. Attribute Dependency Operational prescription References 99 99 104 109 114 116 119 119 122 122 123 123 7 The Displacement Template What is the Displacement Template? Displacement is not unbundling Implementation of the Displacement Template Observations on the Displacement Template Operational prescription References 124 124 127 128 130 132 133 8 The Component Control Template What is the Component Control Template? The thought process inherent in applying the Component Control Template Component Control without the need for a change in the product Observations on the Component Control Template Operational prescription References 134 134 137 140 142 143 143 Part III 9 A closer look at Templates Templates in Advertising Introduction The fundamental templates of quality advertisements Approaching creative advertising Demonstrating Templates in advertising Template distribution Implications of Creativity Templates on creative execution in advertising References 147 147 148 152 153 163 164 166 10 Further Background to the Template Theory Space Characteristics Links Configuration Operators Creativity Templates as macro operators References 168 168 168 169 170 171 173 176 Part IV 11 Validation of the Templates theory Demarcating the Creativity Templates Mapping research: toward a product-based framework for Templates definition Can Templates explain and predict the emergence of blockbuster products? Can training in Templates improve creativity and quality of product ideas? How effective are the Templates? How effective is the Attribute Dependency Template? Conclusions References 179 179 180 184 185 188 194 195 12 The Primacy of Templates in Success and Failure of Product Introduction Predicting new product success Early determinants Project-level determinants of new product success Hypotheses regarding the predictive power of Templates and other early determinants Study 1: predicting success of patented products Study 2: the unified model Why early determinants can predict success Conclusions of the empirical studies Appendix References Index 197 197 197 200 202 204 205 206 211 213 214 216 219