Ideation & Creativity
5 important questions on Ideation & Creativity
When is a new product creative?
- Valuable to consumer (use value) and firm (feasible in terms of technology, costs and time)
- New to the market
Obstacles to new product idea generation:
• Targeting error (e.g., same demographic targets)
• Poor customer knowledge: not enough research
• Complexity: the more complex the idea, the better it is
• Lack of empathy: high-income managers do not understand the “typical” customer
• Too many cooks: internal competition for power and influence
Managing group creativity: 1
• Individual: gathering knowledge, idea generation & elaboration
• Team: sharing knowledge & first ideas, brainstorming, discussions, elaborating on ideas
• Team and individual rewards
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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Managing group creativity: 2
• Simultaneous contribution
• No social loafing, anonymously
• Stimulating follow up discussions
• Possible at different locations
Stimulating individual creativity:
• Encourage multifunctional cooperation
• Challenging tasks (e.g., competitive teams) \
• Freedom to follow ‘intuition’ (e.g., free time, ‘Flextime’)
• Be tolerant of mistakes & individuality
• Be supportive under stress
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The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
