'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
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.