Creativity and the Product Concept Flashcards
According to Craig Wynett (P&G), creativity is the process of:
a) Thinking logically and sequentially
b) Making nonobvious connections
c) Following established industry trends
d) Copying successful product designs
b) Making nonobvious connections
Craig Wynett (P&G) defines creativity as the ability to make nonobvious connections, leading to innovative ideas.
Refers to the process where companies search externally for research, innovation, new technologies, and products.
Open Innovation
Introduced by H_______ C_______, who argued that firms should strategically use external knowledge to enhance innovation.
Henry Chesbrough
Which of the following is an example of productive thinking?
a) Solving a math problem using a memorized formula
b) Repeating a past business strategy
c) Rethinking a problem in a completely new way
d) Using a step-by-step guide to solve a puzzle
c) Rethinking a problem in a completely new way
Productive thinking involves breaking away from conventional thought patterns and approaching problems differently.
What was discovered by accident while researching plastics for gunsights?
a) Velcro
b) Superglue
c) Post-it Notes
d) Microwave oven
Superglue
Superglue was accidentally discovered while researching plastics for gun sights during World War II.
Which of the following is NOT a common trait of creative geniuses?
a) Multiple perspectives
b) Following strict processes
c) Thinking in opposites
d) Metaphorical thinking
b) Following strict processes
Creative geniuses tend to break norms, think in opposites, and use multiple perspectives rather than follow rigid processes.
Which company’s initiative allows employees to use 20% of their time for personal projects, leading to innovations like Gmail?
a) Apple
b) Microsoft
c) Google
d) Tesla
c) Google
Google’s 20% time policy led to innovations like Gmail, Google Maps, and AdSense.
T/F: Open Innovation means outsourcing all R&D efforts to external companies.
False
Open Innovation involves leveraging external ideas and partnerships but does not mean outsourcing all R&D.
T/F: “Forcing relationships” refers to seeing unexpected connections between unrelated concepts.
True
“Forcing relationships” is a creative thinking technique where unexpected connections are formed between unrelated ideas.
T/F: A product concept must include all three elements—form, technology, and benefit—before it can be developed into a final product.
True
A complete product concept requires form, technology, and benefit to create real customer value.
T/F: The MBTI Creativity Index suggests that creative individuals tend to be intuitive, perceiving, extraverted, and thinking.
False
The MBTI Creativity Index suggests that creative individuals tend to be intuitive, perceiving, extraverted, and feeling (not thinking).
T/F: Crowdsourcing helps companies generate ideas from customers, but it may result in too many low-quality submissions.
True
Crowdsourcing generates diverse ideas, but managing and filtering them can be challenging.
Pre-designed sets of tools that allow users to create or customize products according to their needs are called:
a) Market Research Panels
b) User Toolkits
c) Focus Groups
d) Brand Communities
b) User Toolkits
The practice of gathering ideas, solutions, or content from a large group of people, often online is known as:
a) Crowdsourcing
b) Internal Brainstorming
c) Direct Selling
d) Personalization
a) Crowdsourcing
Early adopters or experts who experience future market needs before the general population are referred to as:
a) Trend Followers
b) Lead Users
c) Mass Consumers
d) Market Analysts
b) Lead Users
A method that empowers users to innovate while reducing development costs for companies is:
a) Focus Groups
b) User Toolkits
c) Test Marketing
d) Direct Observation
b) User Toolkits
A method that allows a company to access diverse perspectives and fresh ideas from a broad audience is:
a) Crowdsourcing
b) Internal R&D
c) Employee Innovation Programs
d) Competitor Benchmarking
a) Crowdsourcing
A source of new product ideas that provides insights into emerging trends and unmet needs, often leading to successful product adoption is:
a) Customer Surveys
b) Lead Users
c) Secondary Research
d) Traditional Advertising
b) Lead Users
