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Chapter 6

The document discusses sources of new ideas and methods for generating ideas for new products and services. It identifies consumers, existing products/services, distribution channels, government, and R&D as sources of new ideas. Methods for generating ideas include focus groups, brainstorming, brainwriting, and creative problem solving techniques like attribute listing. The document also defines three types of innovation: breakthrough, technological, and ordinary innovations.

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24 views

Chapter 6

The document discusses sources of new ideas and methods for generating ideas for new products and services. It identifies consumers, existing products/services, distribution channels, government, and R&D as sources of new ideas. Methods for generating ideas include focus groups, brainstorming, brainwriting, and creative problem solving techniques like attribute listing. The document also defines three types of innovation: breakthrough, technological, and ordinary innovations.

Uploaded by

hnd
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 13

Chapter 4

Creativity
and
the Business Idea Hisrich
Peters
Shepherd
McGraw-Hill/Irwin
Sources of New Ideas

 Consumers
 Informally monitor potential ideas and needs.
 Formally arrange for consumers to express their
opinions.
 Existing Products and Services
 Analysis uncovers ways to improve offerings
that may result in a new product or service.
 Distribution Channels
 Channel members can help suggest and market
new products.

4-2
Sources of New Ideas (cont.)

 Government
 New product ideas can come in response to
government regulations.
 Research and Development
 A formal or informal R&D activity

4-3
Methods of Generating New Ideas

 Focus Groups
 A moderator leads a group of 8 to 14
participants through an open, in-depth
discussion in a directive or nondirective manner.
 An excellent method for generating and
screening ideas and concepts.

4-4
Methods of Generating New Ideas
(cont.)

 Brainstorming
 Allows people to be stimulated to greater
creativity.
 Good ideas emerge when the brainstorming
effort focuses on a specific product or market
area.
 Rules of brainstorming:
 No criticism.
 Unrestrictive.
 Quantity of ideas is desired.
 Combinations and improvements of ideas are
encouraged.
4-5
Methods of Generating New Ideas
(cont.)

 Brainwriting
 A form of written brainstorming.
 Participants write their ideas on special forms or
cards that circulate within the group.

4-6
Creative Problem Solving
Techniques

4-7
Creative Problem Solving (cont.)

 Brainstorming
 Session starts with a problem statement.
 No group member should be an expert in the
field of the problem.
 All ideas must be recorded.
 Reverse Brainstorming
 A group method that focuses on the negative
aspects of a product, service, or idea as well as
ways to overcome these problems.
 Care must be taken to maintain group morale.

4-8
Creative Problem Solving (cont.)

 Free Association
 Developing a new idea through a chain of word
associations.

• Collective Notebook Method


Developing a new idea by group members
regularly recording ideas.

4-9
Creative Problem Solving (cont.)

 Attribute Listing
 Developing a new idea by looking at the
positives and negatives.
 Big-Dream Approach
 Developing a new idea by thinking without
constraints.

4-10
Innovation

 Types of Innovation
 Breakthrough
 Fewest number of innovations.
 Establishes the platform on which future innovations in
an area are developed.
 Should be protected by patents, trademarks, and
copyrights.
 Technological
 Occurs more frequently; not at the same level of
breakthrough inventions.
 Offers advancements in the product/market area.

4-11
Innovation (cont.)

 Ordinary
 Occurs most frequently.
 Extends a technological innovation into a better
product or service or one that has a different market
appeal.
 Usually come from market analysis.

4-12
Figure 4.3 - Continuum for
Classifying New Products

4-13

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