Chapter 4

Question 1

generate ideas

Answer 1

-Make their though visible
-produce
-make novel combinations
-force relationships
-thinks in opposite
-think metaphorically
-prepare themselves for chance

Question 2

obstacles to idea generation

Answer 2

-group think
-targeting error
-poor customer knowledge
-complexity
-lack of empathy
- too many cooks

Question 3

barrier to Firm Creativity

Answer 3

-Cross-functional diversity
-Allegiance to functional areas
-Social cohesion
-Role of top management

Question 4

Product concept 3 input, technology needs & form

Answer 4

-a product concept is a verbal or prototype statement of what is going to change and how the customer stands to gain or lose.
-rule: you need at least two of the three inputs to have a feasible new product concept, and all three to have a new product.