Skip to content
Register Sign in Wishlist

Creativity in Product Innovation

£108.00

  • Date Published: January 2002
  • availability: Available
  • format: Hardback
  • isbn: 9780521800891

£ 108.00
Hardback

Add to cart Add to wishlist

Other available formats:
Paperback, eBook


Looking for an inspection copy?

This title is not currently available on inspection

Description
Product filter button
Description
Contents
Resources
Courses
About the Authors
  • 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.

    • Describes a remarkable approach to improving the creative process in product development
    • Proven methodology has been applied at Coca Cola, Kodak, Philips Consumer Electronics and many other multinational organisations
    • Academically rigorous - the authors have published their research on creativity templates in numerous prestigious journals
    Read more

    Reviews & endorsements

    'The book would be valuable reading for any professional in any one aspect of a product development process. It offers a divergent view that will stimulate and challenge the reader to reflect on their own product development processes with fresh insight … this is a worthwhile text.' Innovation

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity

    ×

    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?

    ×

    Product details

    • Date Published: January 2002
    • format: Hardback
    • isbn: 9780521800891
    • length: 240 pages
    • dimensions: 234 x 156 x 14 mm
    • weight: 0.51kg
    • contains: 70 b/w illus.
    • availability: Available
  • Table of Contents

    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.

  • Authors

    Jacob Goldenberg, Hebrew University of Jerusalem
    Dr Jacob Goldenberg, senior lecturer at the Hebrew University of Jerusalem School of Business Administration, is a leading expert on creative thinking and product development. He has taught courses and workshops in inventive thinking for hi-tech companies and marketing organizations in both Israel and the United States, and has worked with companies such as Scitex, Intel, Motorola, Coca-Cola, Mastercard, Ogilvy & Mather and Rapp & Collins. He received a joint Ph.D. degree on this topic from the School of Business Administration and the Racach Institute of Physics at the Hebrew University of Jerusalem, Summa Cum Laude. His bachelor's degree was in aeronautical engineering and his master's degree in mechanical engineering. Jacob published papers in leading journals, including Science, the Journal of Marketing Research, Marketing Science, Management Science, and others.

    David Mazursky, Hebrew University of Jerusalem
    Prof. David Mazursky is an internationally acclaimed marketing expert and a prolific author. He received his Ph.D. in marketing from the Graduate School of Business Administration at New York University. A professor at the Hebrew University of Jerusalem School of Business Administration, he is currently the head of the Ph.D. committee at the university's School of Business Administration, and the director of The K-Mart Center for Retailing and International Marketing. His theories and research have been widely published in leading journals, including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, Organizational Behavior and Human Decision Processes, the Journal of Applied Psychology, the Journal of Experimental Social Psychology, Management Science, Science, and others.

Sign In

Please sign in to access your account

Cancel

Not already registered? Create an account now. ×

Sorry, this resource is locked

Please register or sign in to request access. If you are having problems accessing these resources please email lecturers@cambridge.org

Register Sign in
Please note that this file is password protected. You will be asked to input your password on the next screen.

» Proceed

You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner www.ebooks.com. Please see the permission section of the www.ebooks.com catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Continue ×

Find content that relates to you

Join us online

This site uses cookies to improve your experience. Read more Close

Are you sure you want to delete your account?

This cannot be undone.

Cancel

Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

×
Please fill in the required fields in your feedback submission.
×