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Creativity in Product Innovation Paperback – January 21, 2002

ISBN-13: 978-0521002493 ISBN-10: 0521002494 Edition: 0th

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Product Details

  • Paperback: 240 pages
  • Publisher: Cambridge University Press (January 21, 2002)
  • Language: English
  • ISBN-10: 0521002494
  • ISBN-13: 978-0521002493
  • Product Dimensions: 6.8 x 0.5 x 9.7 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #369,762 in Books (See Top 100 in Books)

Editorial Reviews


'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

Book Description

Creativity in Product Innovation describes a remarkable new technique for improving creativity in product design. Certain regularities or templates in product development are identifiable and consistent for almost any kind of product. This book describes these templates, showing how they can be used to enhance the creative process. The Creativity Templates approach has been recognized as a breakthrough in such journals as Science, Journal of Marketing Research, and Management Science. It has been successfully implemented through workshops in international companies including Philips Consumer Electronics, Kodak, Coca-Cola and many others.

Customer Reviews

3.7 out of 5 stars
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Most Helpful Customer Reviews

17 of 18 people found the following review helpful By John C. Dunbar on June 13, 2002
Format: Paperback Verified Purchase
This book does an excellent job of showing how to systematize the process of creating new product ideas. I would consider it a derivative of the TRIZ process started by a Russian engineer, Altshuller. In effect, this book summarizes up several of the techniques proposed by Altshuller, and later by others. The authors present these systematic techniques in a very understandable format... something that Altshuller and others have often failed to do.
The authors also demonstrate that you can get better results by looking inward to the product itself, rather than listening outward to the customer ("the voice of the customer"). The Sony Walkman is probably the best example of that. I was skeptical of this sweeping generalization, but the authors provide lots of research to back up their statements.
The book thus presents 4 methods (called "Templates") to generate ideas for an existing product. Let me give you an example by using an illustration from the book using perhaps the simplest method: the Displacement Template. Here you first diagram all the components of a chair (for example). It is composed of the Back, the Seat, the Legs, and Person sitting on it. You then remove one of the important components (the Legs). You are now faced with a product that just has the Back and the Seat. You now try to derive a marketable product from this idea. This is called "solution spotting", when you identify the form of the product first, and then search for a need for this product. In this example, the new product without legs, could be sold as a beach chair.
Although this simplistic example may seem trivial it illustrates the concept that the product came from WITHIN the product itself and not from the market. It also can be seen to be systematic...
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8 of 9 people found the following review helpful By Craig Frank - CEO, Tudog Consulting on February 27, 2002
Format: Paperback
Creativity in Product Development is a welcome and necessary addition to the body of literature providing tactics, strategies and methods for marketing and product development professionals. This book is a must buy for any professional or student of business who needs or wants to stay on the cutting edge of business thought and processes. Simple stated, Goldenberg and Mazursky, through their presentation, evaluation and paradigms of Systematic Innovative Thinking, shake up the traditional approaches to product development and marketing and challenge us to look at ourselves and our world from an entirely new perspective.
As our society has become more consumer driven, advertisers, marketing professionals, and leading manufacturers have presented an abundance of new products. Most of these products are doomed for failure as they fail to offer any genuine innovation, meet any real consumer need, or appear to be me-too products with a few additional bells and whistles. Add to this the ever growing cynicism of today's consumers, as marketers try ever trick in the book to gain even a nano-second of consumer attention, and our need for new methodologies becomes abundantly clear.
Thankfully, here's a book that instead of tricks, pop wisdom and pep talks, provides us with a systematic methodology for the development of new products. Moreover, it provides us with an entirely new way of approaching product development - through the product itself. Whereas up until now we have been focused on the perceived needs of the consumer, and the feedback consumers give, we have been limiting our imaginations to adding lemon to Diet Coke and Frosting our Cheerios.
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8 of 10 people found the following review helpful By John V Kearon on June 28, 2002
Format: Paperback
Don't let the slightly academic style of the book put you off; it is nothing short of a revolution in creative thinking.
If you're ever so slightly fed up of brainstorming, pushing the envelope, thinking outside the box and sitting on beanbags waiting for creative inspiration, then this is the book for you.
It turns out that creative solutions are not just the inspired, almost mystical outpourings of a few talented creatives but universal patterns that can be accurately reproduced once you know the recipe.
Amazing as it sounds, Goldenberg and Mazursky have discovered the science underneath the art of creative thinking. This is a science not based on the psychology of creative genius but on discovering the 'DNA' of existing creative solutions and turning it into a simple recipe card of repeatable steps to producing a specific type of creative solution.
It seems, there are a number of surprises in this new science of creativity. Contrary to popular perception; truly creative solutions are to be found 'inside the box' of the problem; listening to the 'voice of the product' not the 'voice of the consumer' leads to the most successful new products and mental constraints not untrammelled freedom is the best route to creative solutions.
Not only is this book a major contribution to those involved with innovation but by discovering the science within creativity, the authors open up the exciting possibility of being able to teach creative thinking to researchers, business people and children alike.
Maybe one day, it will become a rudimentary part of the national curriculum?
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More About the Author

Jacob Goldenberg is a Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem and a visiting professor at the Columbia Business School. His research focuses on creativity, new product development, diffusion of innovation, complexity in market dynamics social networks effects, and social media. He is an Academic Trustee of the Marketing Science Institute.

Jacob is the editor- in-chief of the International Journal of Research in Marketing and area editor for Journal of Marketing Research, and serves on the editorial board of Marketing Science. He has published papers in the Journal of Marketing, Journal of Marketing Research, Management Science, Marketing Science, Nature Physics, and Science. In addition, he is an author of two books by Cambridge University Press and a forthcoming book in Chicago Press.

Jacob's work has been covered in New York Times, Wall Street Journal, Boston Globe, BBC News, Herald Tribune, The Economist, and Wired magazine.

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