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-Mark Twain
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rreativity & Innovation

‡ rreativity refers to
the ability and power
to develop new ideas

‡ Innovation means the


use of new idea

‡ Practical applications:
New product, new
service or a new way
of doing things
The creative process

1. Unconscious
scanning

2. Intuition

3. Insight

4. Logical formulation
Unconscious scanning

‡ Requires an absorption in
the problem which may
be vague in mind

‡ rreative thinking
(as used in NPD)
1. attribute listing
2. forced relationship
3. morphological analysis
4. Reverse assumption
analysis
5. New context
Intuition

‡ ronnects the unconscious with the


conscious
‡ Involve a combination of contradictory
factors
‡ It requires people find new combination
and integrate diverse concept and ideas
‡ Think through the problem
Insight

‡ Result of hard work


‡ Sometimes it may arise at a time
when thoughts are not directly focus
on the problem at hand.
‡ EUREKA!
Logical formulation

‡ Testing through logic or experiment

‡ May also require critiques from


others
Ëusiness Idea

NEED

Ëusiness
idea ËUSINESS
MODEL
MARKET
New Product
Development Process

1. Idea Generation
2. Idea Screening
3. Ëusiness Analysis
4. Product Development
5. Market Testing
6. rommercialization
Ërainstorming
‡ Forbidden to criticize own and others
ideas
‡ Listen and try to catch up on
suggestions from others
‡ it is a group process where all
participants should contribute
‡ Quantity is more important than
quality
‡ Diversity and a wide range is sought
for
‡ All ideas flowing through the brain
should be mentioned,
‡ no internal filters should be mobilized
‡ After the storm, a collective
evaluation phase is needed
development &
commercialization
Ä  

    
   
  
 
 
  
 
   

   
Marico:Uncommon sense

‡ Marico believes that its belief in


"uncommon sense" and its unique
culture differentiates it from
others. Typically Innovation is
thought of as a genetic ability,
sometimes created from sparks of
genius, and mainly applicable to the
invention of new products. To Marico,
Innovation included the challenge of
the status quo, adapted wisdom from
other worlds and the creation of
something where there was none.
These could be a product, a method
or even a shift in paradigm
is it successful every-time?
Newness defined
‡ Solar lights
‡ Dog food & dog saloons
‡ Self heating cans/hotbox
‡ Water purifier
‡ Fast-food
‡ Walkman/ipods/mp-3
‡ Parlours for men/fairness cream
for men
‡ Dabbawala concept
‡ ´Sabse sasta dinµ concept
‡ Tele shopping ,internet shopping
‡ rar spa
‡ Dishwasher
‡ ¶Greenathon· concept
‡ Fashion examples????????
So keep walking on the
creative path«

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