Creativity in Product Innovation by Jacob Goldenberg
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Creativity in Product Innovation
By Jacob Goldenberg

Creativity in Product Innovation

By (author) See other recent books by Jacob Goldenberg See other recent books by David Mazursky
Format: Paperback

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Creativity in Product Innovation by Jacob Goldenberg

Book Description

Creativity in Product Innovation describes a remarkable technique for improving the creativity process in product design. Certain 'regularities' in product development are identifiable, objectively verifiable and consistent for almost any kind of product. These regularities are described by the authors as Creativity Templates. This book describes the theory and implementation of these templates, showing how they can be used to enhance the creative process and thus enable people to be more productive and focused. Representing the culmination of years of research on the topic of creativity in marketing, the Creativity Templates approach has been recognised as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change. It has been successfully implemented through workshops in international companies including Philips Consumer Electronics, Ford Motor Co., Ogilvy & Mather Worldwide, Kodak, Coca-Cola and many others.

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Book Details

ISBN: 9780521002493
ISBN-10: 0521002494
Format: Paperback
(247mm x 174mm x 13mm)
Pages: 240
Imprint: Cambridge University Press
Publisher: Cambridge University Press
Publish Date: 3-Jan-2002
Country of Publication: United Kingdom

Other Editions...


Books By Author Jacob Goldenberg

Resistance to Innovation by Jacob Goldenberg Resistance to Innovation, Hardback (June 2015)

Every year, about 25,000 new products are introduced in the United States. Most of these products fail - at considerable expense to the companies that produce them. This book brings the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation.

Cracking the Ad Code by Jacob Goldenberg Cracking the Ad Code, Hardback (April 2009)

Unlocks the secret of inventing new creative campaigns and presents practical tools to allow quick production of successful creative ideas.

» View all books by Jacob Goldenberg

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Author Biography - Jacob Goldenberg

Dr Jacob Goldenberg, senior lecturer at the Hebrew University of Jerusalem School of Business Administration, is a leading expert on creative thinking and product development. He has taught courses and workshops in inventive thinking for hi-tech companies and marketing organizations in both Israel and the United States, and has worked with companies such as Scitex, Intel, Motorola, Coca-Cola, Mastercard, Ogilvy & Mather and Rapp & Collins. He received a joint Ph.D. degree on this topic from the School of Business Administration and the Racach Institute of Physics at the Hebrew University of Jerusalem, Summa Cum Laude. His bachelor's degree was in aeronautical engineering and his master's degree in mechanical engineering. Jacob published papers in leading journals, including Science, the Journal of Marketing Research, Marketing Science, Management Science, and others. Prof. David Mazursky is an internationally acclaimed marketing expert and a prolific author. He received his Ph.D. in marketing from the Graduate School of Business Administration at New York University. A professor at the Hebrew University of Jerusalem School of Business Administration, he is currently the head of the Ph.D. committee at the university's School of Business Administration, and the director of The K-Mart Center for Retailing and International Marketing. His theories and research have been widely published in leading journals, including the Journal of Marketing Research, the Journal of Consumer Research, Marketing Science, Organizational Behavior and Human Decision Processes, the Journal of Applied Psychology, the Journal of Experimental Social Psychology, Management Science, Science, and others.

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