Creativity in Product Innovation

Preface xi Acknowledgements xiii Introduction: characterization and illustration of Creativity Templates 1(12) Part I Theoretical framework Codes of Product Evolution -- a Source for Ideation 13(16) Market-based vs. product-based information 13(1) Sources of information for new products 13(3) Critical evaluation of market-based information at the micro level: limitations of current product users 16(1) Critical evaluation of market-based information at the macro level: the diffusion of awareness about a new idea 17(4) Implications of the S-shaped curve analysis 21(1) A proposition, a derivative and a dilemma 22(1) Information inherent in the product reflects market needs 23(3) The value of market research reconsidered 26(1) References 27(2) Revisiting the View of Creativity 29(15) Operational definition of creativity 29(1) Igniting the ``creative spark'' 30(1) Typology of research streams: the creative person, process and idea 31(4) Balancing surprise and regularity 35(1) The restricted--unrestricted scope ideation dilemma 36(4) Creativity Templates and other structured approaches 40(1) The major perspectives of the Creativity Templates approach 41(1) References 41(3) A Critical Review of Popular Creativity-enchancement Methods 44(15) Brainstorming 45(8) Lateral thinking 53(1) ``Six Thinking Hats'' 54(1) Mind mapping 54(1) Random stimulation 54(1) References 55(4) Part II The Creativity Templates The Attribute Dependency Template 59(17) An antenna in the snow -- a detailed illustration 59(3) A disadvantage turned into an advantage 62(1) Generalization of the Attribute Dependency Template -- an innovative lipstick 62(1) The basic principle of Attribute Dependency 63(3) How to compete with ``Domino's Pizza'' -- a hypothetical case 66(5) Making a better candle 71(2) Are accidents necessary for locating ideas for new products? 73(1) Attribute Dependency -- between attributes vs. within attributes dependency 74(1) Cycles of dependencies 75(1) Summary 75(1) References 75(1) The Forecasting Matrix 76(23) Searching for Attribute Dependency 76(1) Classification of variables 76(2) The forecasting matrix 78(11) Forecasting matrix -- analyzing baby ointment 89(5) Managing the ideation process issues 94(2) Improving scanning efficiency through heuristics 96(1) Summary 97(1) Operational prescription 98(1) References 98(1) The Replacement Template 99(25) What is the Replacement Template? 99(5) Implementation of the Replacement Template 104(5) Case study 1 -- a chair 109(5) Case study 2 -- a scanner 114(2) Case study 3 -- butter patties 116(3) When is exclusion appropriate? 119(1) Case study 4 -- Nike-Air® ads 119(3) Case study 5 -- Bally shoe ads 122(1) Replacement vs. Attribute Dependency 122(1) Operational prescription 123(1) References 123(1) The Displacement Template 124(10) What is the Displacement Template? 124(3) Displacement is not unbundling 127(1) Implementation of the Displacement Template 128(2) Observations on the Displacement Template 130(2) Operational prescription 132(1) References 133(1) The Component Control Template 134(13) What is the Component Control Template? 134(3) The thought process inherent in applying the Component Control Template 137(3) Component Control without the need for a change in the product 140(2) Observations on the Component Control Template 142(1) Operational prescription 143(1) References 143(4) Part III A closer look at Templates Templates in Advertising 147(21) Introduction 147(1) The fundamental templates of quality advertisements 148(4) Approaching creative advertising 152(1) Demonstrating Templates in advertising 153(10) Template distribution 163(1) Implications of Creativity Templates on creative execution in advertising 164(2) References 166(2) Further Background to the Template Theory 168(11) Space 168(1) Characteristics 168(1) Links 169(1) Configuration 170(1) Operators 171(2) Creativity Templates as macro operators 173(3) References 176(3) Part IV Validation of the Templates theory Demarcating the Creativity Templates 179(18) Mapping research: toward a product-based framework for Templates definition 179(1) Can Templates explain and predict the emergence of blockbuster products? 180(4) Can training in Templates improve creativity and quality of product ideas? 184(1) How effective are the Templates? 185(3) How effective is the Attribute Dependency Template? 188(6) Conclusions 194(1) References 195(2) The Primacy of Templates in Success and Failure of Products 197(22) Introduction 197(1) Predicting new product success 197(3) Early determinants 200(2) Project-level determinants of new product success 202(2) Hypotheses regarding the predictive power of Templates and other early determinants 204(1) Study 1: predicting success of patented products 205(1) Study 2: the unified model 206(5) Why early determinants can predict success 211(2) Conclusions of the empirical studies 213(1) Appendix 214(2) References 216(3) Index 219