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. Such failures are typically thought to result from consumers’ resistance to innovation, but marketers have tended to focus instead on consumers who show little resistance, despite these “early adopters” comprising only 20 percent of the consumer population. Shaul Oreg and Jacob Goldenberg bring the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation. The authors identify two competing definitions of resistance: In marketing, resistance denotes a reluctance to adopt a worthy new product, or one that offers a clear benefit and carries little or no risk. In the field of organizational behavior, employees are defined as resistant if they are unwilling to implement changes regardless of the reasons behind their reluctance. Seeking to clarify the act of rejecting a new product from the reasons―rational or not―consumers may have for doing so, Oreg and Goldenberg propose a more coherent definition of resistance less encumbered by subjective, context-specific factors and personality traits. The application of this tighter definition makes it possible to disentangle resistance from its sources and ultimately offers a richer understanding of consumers’ underlying motivations. This important research is made clear through the use of many real-life examples.

Resistance to Innovation: Its Sources and Manifestations

Business & Money

Goldenberg, Jacob

Oreg, Shaul

Marketing & Sales

University of Chicago Press

Creativity in Product Innovation describes a remarkable new 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 recognized as a breakthrough in such journals as Science, Journal of Marketing Research, Management Science, and Technological Forecasting and Social Change.

Creativity in Product Innovation

Mazursky, David

Management & Leadership

Cambridge University Press

Do you need to produce successful creative ideas in advertising? If so, then you need this book. For the first time, the secret of inventing new creative campaigns is unlocked, and practical tools are presented to allow quick production of creative ideas in marketing communications. Along with over 100 advertisement examples and numerous case studies, you also get a systematic analysis of the creation aspect of advertising, together with a taste of the real world of advertising and what makes it work. Marketing professionals in companies will learn what to expect from their agencies, whilst agencies will be able to explain their work to clients in an analytic language that is easily understood. This is essential reading for advertising professionals working for agencies and in marketing and communication departments. It is also a useful tool for students of advertising, marketing, communication, and management, from introductory level up to research faculty.

Cracking the Ad Code

Levav, Amnon

Solomon, Sorin

This counterintuitive and powerfully effective approach to creativity demonstrates how every corporation and organization can develop an innovative culture. Want to be creative? Then think Inside the Box. The traditional view says that creativity is unstructured and doesn’t follow rules or patterns. That you need to think “outside the box” to be truly original and innovative. That you should start with a problem and then “brainstorm” ideas without restraint until you find a solution. Inside the Box shows that more innovation— and better and quicker innovation—happens when you work inside your familiar world (yes, inside the box) using a set of templates that channel the creative process in a way that makes us more—not less—creative. These techniques were derived from research that discovered a surprising set of common patterns shared by all inventive solutions. They form the basis for Systematic Inventive Thinking, or SIT, now used by hundreds of corporations throughout the world, including industry leaders such as Johnson &amp; Johnson, GE, Procter &amp; Gamble, SAP, and Philips. Many other books discuss how to make creativity a part of corporate culture, but none of them uses the innovative and unconventional SIT approach described in this book. With “inside the box” thinking, companies and organizations of any size can creatively solve problems before they develop—and innovate on an ongoing, systematic basis. This system really works!

Inside the Box: A Proven System of Creativity for Breakthrough Results

Boyd, Drew

Business Culture

Simon&Schuster

“The ‘inside-the-box approach’ can reveal key opportunities for innovation that are hiding in plain sight” (Daniel H. Pink, author of Drive). The traditional attitude toward creativity in the American business world is to “think outside the box”—to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it’s a problem-specific solution that does nothing to engender creative thinking more generally. Inside the Box demonstrates Systematic Inventive Thinking (SIT), which systemizes creativity as part of the corporate culture. This counterintuitive and powerfully effective approach to creativity requires thinking inside the box, working in one’s familiar world to create new ideas independent of specific problems. SIT’s techniques and principles have instilled creative thinking into such companies as Procter &amp; Gamble, Johnson &amp; Johnson, and other industry leaders. Inside the Box shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging. Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of Inside the Box. With “inside the box” thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis. It’s a system that works! “Boyd and Goldenberg explain the basic building blocks for creativity and by doing so help all of us better express our potential” (Dan Ariely, author of Predictably Irrational).

The traditional attitude toward creativity in the American business world is to �think outside the box �: to brainstorm without restraint in hopes of coming up with a breakthrough idea, often in moments of crisis. Sometimes it works, but it's a problem-specific solution that does nothing to engender creative thinking more generally.Inside the Box demonstrates Systematic Inventive Thinking (SIT), a method that systemizes creativity as part of the corporate culture. SIT requires thinking �inside the box,� working in one's familiar world to create new ideas independent of specific problems. Dozens of books discuss how to make creative thinking part of a corporate culture, but none takes the innovative and unconventional approach of Inside the Box. SIT's techniques and principles have instilled creative thinking into such companies as Procter &amp; Gamble, Johnson &amp; Johnson, and other industry leaders. Inside the Box shows how corporations have successfully used SIT in business settings as diverse as medicine, technology, new product development, and food packaging. With �inside the box � thinking, companies of any size can become sufficiently creative to solve problems even before they develop and to innovate on an ongoing basis.

HighBridge Audio

<div> <div>Kreative Ideen entwickeln - mit diesem Buch über Innovationstechniken </div> </div> <div> Das Erstellen innovativer Konzepte fällt Ihnen schwer? Sie haben Probleme bei der Ideenfindung? Dann kann Ihnen dieses Buch mit verschiedenen Kreativitätstechniken weiterhelfen. Praxisnah und problembezogen vermittelt es Techniken und Prinzipien mit deren Hilfe jeder Mensch kreativ sein kann.&nbsp; Die Inhalte des Sachbuchs im Überblick Betrachten Sie das Buch als Innovationsworkshop, mit dem Sie die folgenden Kreativitätstechniken und Innovationsmethoden lernen: * Subtraktion * Division * Multiplikation * Task Unification * Attribute Dependency Hier findet jeder seinen persönlichen Favoriten, den er bequem im Alltag anwenden kann. Kreativität kann man lernen Kreativität ist eine Fähigkeit, die jeder Mensch erlernen und meistern kann. Denn Ideen und Innovationen entstehen nicht durch spontane Einfälle und Geistesblitze, sondern dadurch dass Kreativitätstechniken systematisch und methodisch erarbeitet werden.&nbsp; Es verdeutlicht an zahlreichen Beispielen aus der Praxis, welche kraftvollen Werkzeuge es gibt, um gezielt revolutionäre Ideen zu entwickeln. Die vorgestellte Innovationsmethode sowie die Prinzipien sind verständlich, nachvollziehbar und und vor allem in jedem Bereich leicht anwendbar. Vergessen Sie klassische Methoden wie das Brainstorming, denn sie regen lediglich Ihre Kreativität an. Sie werden wesentlich effektiver arbeiten, wenn Sie systematisch vorgehen. Sie werden die Welt der Innovation mit neuen Augen sehen. </div> <div> </div>

Inside the Box: Warum die besten Innovationen im Geschäftsleben direkt vor Ihren Füßen liegen (German Edition)

Springer

Un libro que devuelve la rigurosidad a la creatividad, lleno de ejemplos reales de casos disruptivos. Mucho se habla de creatividad e innovacion en las empresas, pero pocos tienen un sistema reiteradamente probado y que funciona. Este es un libro lleno de ejemplos y anecdotas sobre casos reales y una narracion sobre la concepcion y la evolucion que ha tenido el sistema utilizado por los autores en empresas de distintos ambitos sectoriales y geograficos.  / Want a truly creative organization? Then think Inside the Box. The traditional view says that creativity is unstructured and doesnt follow rules or patterns. That you need to think outside the box to be truly original and innovative. That you should start with a problem and then brainstorm ideas without restraint until you find a solution.

Dentro de la caja: El proceso creativo que funciona en todos los casos (Spanish Edition)

Empresa Activa

See the best price to sell, buy, or rent books by Goldenberg, Jacob. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Goldenberg, Jacob

See the best price to sell, buy, or rent books by Goldenberg, Jacob. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Resistance to Innovation: Its Sources and Manifestations

Creativity in Product Innovation

Cracking the Ad Code

Creativity in Product Innovation

Cracking the Ad Code

Inside the Box: A Proven System of Creativity for Breakthrough Results

Inside the Box: A Proven System of Creativity for Breakthrough Results

Inside the Box: A Proven System of Creativity for Breakthrough Results

Inside the Box: Warum die besten Innovationen im Geschäftsleben direkt vor Ihren Füßen liegen (German Edition)

Dentro de la caja: El proceso creativo que funciona en todos los casos (Spanish Edition)