Bài giảng "Quản trị sản phẩm mới - Chapter 4: Creativity and the product concept" has contents: Prepare for ideation, the product concept, methods for generating product concepts, sources of ready made new product concepts. | 1/21/2018 Chapter 04 CREATIVITY AND THE PRODUCT CONCEPT Dinh Tien Minh, School of International Business - Marketing info@ CHAPTER 04 OVERVIEW . Prepare for Ideation . The Product Concept . Methods for Generating Product Concepts . Sources of Ready-Made New Product Concepts . Prepare for Ideation The Product Innovation Charter (PIC) Finding the Right People Management’s Role in Creativity Activities to Encourage Creativity Special Rewards The Removal of Roadblocks 1 1/21/2018 . Prepare for Ideation Genius Thinking Strategies: • • • • • • • • Find many different ways to look at a problem. Make their thoughts visible. Produce. Make novel combinations. Force relationships. Think in opposites. Think metaphorically. Prepare themselves for chance. Source: Michael Michalko, “Thinking Like a Genius,” The Futurist, May 1998, pp. 21-25. . Prepare for Ideation Obstacles to Idea Generation: • • • • • • Group think Targeting error Poor customer knowledge Complexity Lack of empathy Too many cooks Source: Jerry W. Thomas, “In Tough Times, “Hyper-Creatives” Provide an Advantage,” Vi sions, 33(3), October 2009, 24-26. . Prepare for Ideation Barriers to Firm Creativity: • Cross-functional diversity: Diversity leads to more cre ative stimulation but also to problem solving difficulties. • Allegiance to functional areas: Team members need t o have a stake in the team’s success, or won’t be loyal t o the team. • Social cohesion: If interpersonal ties among team mem bers are too strong, candid debate may not occur, resulti ng in less innovative ideas. • Role of top management: Management should encour age the teams to be adventurous, otherwise only increm ental changes will occur. 2 1/21/2018 . The Product Concept . Required Inputs to the Creation Process • The physical thing created, or, for a service, the set of steps by Form Technology Benefit/ Need which the service will be .
