It is commonly accepted in the business world today that in order to reach and maintain competitive advantage, firms need to product-innovate faster and more effectively than their competitors. Having in mind the fact that firms need to gain and preserve competitive advantage, many a company needs to adapt their product or service concepts to survive and prosper in competitive markets.
Within the new product innovation process, the new idea creation and evaluation phases are paramount in order to avoid unnecessary product development expenses downstream or worse off, product launch failure. In order to shed light into this process of international product adaptation, we will recommend the use of the Creativity templates of Goldenberg and Mazursky:2002.
The current assignment aims at analyzing the new concept ideation process based on the assumption that creativity is inherently a formal process with precise rules. It is our intent to resort to a process of induction from a series of design templates in order to show the complexities involved in the process of developing services for foreign markets on the part of a major food service company.
It is required that you research additional information to support your work. This may be obtained from a diverse range of sources and you are encouraged to research the issues in whichever way you deem appropriate. You are encouraged to source at a mix of academic journal articles, texts as well.
This is an individual assignment. You are required to write an assessment of the creativity strategies of a major clothing retailer firm (Zara) operating worldwide. The company wants to launch a line of bijouterie for women and wants your advice on how to develop the strategic concept for such products.
You should identify specific age range and psychographic profiling. In addition, you should advice such chain in terms of which type of materials to use, general design guidelines and a careful assessment of market trends in the clothing market as it pertains to bijouterie.
The current assignment is connected with the following learning outcomes:
•Utilize creativity techniques for business problem solving
•Utilize creativity for design problems
•Appreciate the value of creativity in a business context