Creativity & Innovation Flashcards
What makes a business creative?
- Novelty: Unseen by customer
- Usefulness: Provides customer benefit
What are the uses of creativity?
- Advertising is effective when combining new & useful.
- Create category
- Modify category
How can org use creativity to create/modify categories?
- Knowing what customers to target.
- Knowing customer needs & how product satisfies them.
- Knowing customer lifestyle.
- Knowing customer attribute importance.
How to increase creativity?
Product Interest: Employee’s interest correlated with their annual performance.
Product Knowledge: Customer more likely to buy product if they are very aware & knowledgable of product.
Moderate Time Pressure: Short enough to create strong ideas, long enough to spur creativity.
- Depends on:
- Product complexity
- Team size
What is an incubation period and how can it be used?
Unconscious brain working w/o interference from conscious brain for a period of time.
- Employees can brainstorm and have creative ideas.
- Customers can store brand knowledge subconsciously.
How to increase innovation?
Improve Attitudes as framing makes (–) attributes stand out more than positive attributes!
- Relative adv
- Use innovativeness
- Price
- Switching costs
- Trialability
- Complexity
Highlight positives for consumers
- Advertising
- Trialing
Shift negatives away from consumers
- Penetration Pricing
- Low Complexity
Reduce Attitude-Behavior Gap:
- Implementation: Implement added incentives.
-
Consistency: Use consistency norm
(e. g. loyalty programs).
What are the reasons for an attitude-behavior gap to exist?
Budget
Purchase cycle
Competition
