It is commonly accepted in the business world today that in order to reach and maintain
competitive advantage, firms need to product-innovate faster and more effectively than their
competitors. Having in mind the fact that firms need to gain and preserve competitive
advantage, many companies need to adapt their product or service concepts to survive and
prosper in competitive markets. At the same time firms still need to change their inner logistic
and daily organization, taking care of the relation between their employees satisfaction and
efficiency. The offer of services and the communication process are fundamental both
regarding the inner company life and the external market.
Assignment
The current assignment aims at analyzing the new concept ideation process based on the
assumption that creativity is inherently a formal process with precise rules. According to
Creative Thinking Workshop contents, students are required to analyze a real market scenario
through the creative and analogical thinking structures, showing how the theoretical studied
approach can be applied to the business field.
Starting from class preparation and materials, it is required that you research additional
information to support your work. This may be obtained from a diverse range of sources and
you are encouraged to research the issues in whichever way you deem appropriate. You are
encouraged to source at a mix of academic journal, articles, scientific researches, texts as
well.
This is an individual assignment.
You are required to write an assessment of the creativity strategies of a major company
operating worldwide. You should choose a relevant international company, operating in a
significant economic field. You should then study one of his products or services and imagine how to effectively implement its quality by using creative thinking skills (and thinking outside
of the box). You should start from the analysis of an already existing product or service,
exploring the creativity process that made it possible, and then reflecting on new
implementing opportunities of the same product or service. At this second stage you could
refer to a new products line strategies, imaging trough the creative templates how to modify
and modernize the current offer of the company.
Within the new product innovation process, the new idea creation and evaluation phases are
paramount in order to avoid unnecessary product development expenses downstream or worse
off, product launch failure. You have to use the creative thinking techniques and models
proposed during the workshop in order to give your own and personal marketing proposal
(that has however to be justified trough a real and proper data research).
The current assignment is connected with the following learning outcomes:
Utilize creativity techniques for business problem solving
Utilize creativity for design problems
Appreciate the value of creativity in a business context
Project structure
To do so, student will produce a 1500 word report on the following items.
The academic essay will count 80% of the final grade, the oral presentation 20%.
The project will have an introduction, body and conclusion which will account for the word
count. Bibliography will be required but will not be a part of the word count.
Referencing should abide by the Harvard rules and it is also mandatory.
We suggest the project follow the following structure:
2) Identify this companys used models of idea generation. How creative thinking has
been applied to the chosen product? Which creative templates (Goldenberg and
Mazursky 2002) can be used to better understand such creativity process? (25%)
3) Identify your chosen firms given product needs and brainstorm some possible
product configurations. Reflect back on the process you have used through the use of
the creativity templates,. (25%)
4) Do provide some final product recommendations you could make to the
management of the given company as to improve the effectiveness of future
product offerings (25%)
We suggest to use the Creative Templates model of Goldenberg and Mazursky: 2002. Then,
identify and rank the importance of a series of product (or services) features you have
encountered that may have better solved or addressed consumer trends and or demands.
Identify template types presented in the new product line-up so emphasize the most prevalent
ones. Recall that templates are: Replacement, Removal, Relationship and Redefinition. Use brainstorming to generate your own design models. On that you can work alone, after
being confronted with suggestion coming from the market or the corporate culture studies, but
also from the discussion with your colleagues. Write down a summary of your insights
showing the analogical or lateral connections emerged in the brainstorming practice.
Draw a conclusion in terms of what templates, sources of innovation and outcomes you have
realized from your study and which are your final reccomendations.
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