Académique Documents
Professionnel Documents
Culture Documents
-Mark Twain
ë
rreativity & Innovation
rreativity refers to
the ability and power
to develop new ideas
Practical applications:
New product, new
service or a new way
of doing things
The creative process
1. Unconscious
scanning
2. Intuition
3. Insight
4. Logical formulation
Unconscious scanning
Requires an absorption in
the problem which may
be vague in mind
rreative thinking
(as used in NPD)
1. attribute listing
2. forced relationship
3. morphological analysis
4. Reverse assumption
analysis
5. New context
Intuition
NEED
Ëusiness
idea ËUSINESS
MODEL
MARKET
New Product
Development Process
1. Idea Generation
2. Idea Screening
3. Ëusiness Analysis
4. Product Development
5. Market Testing
6. rommercialization
Ërainstorming
Forbidden to criticize own and others
ideas
Listen and try to catch up on
suggestions from others
it is a group process where all
participants should contribute
Quantity is more important than
quality
Diversity and a wide range is sought
for
All ideas flowing through the brain
should be mentioned,
no internal filters should be mobilized
After the storm, a collective
evaluation phase is needed
development &
commercialization
Ä
Marico:Uncommon sense