Creative Thinking Workshop
Final assessment
Academic Year 2015/2016
Term I
Course:
Creative Thinking Workshop
Module Leader:
John Wyse
Lecturer:
John Wyse
Length of examination:
1000 words +/- 10%,
Percentage of final grade given:
PASS / FAIL
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.
Assignment
This is an individual assignment. You are required to write an assessment of the creativity strategies of a major clothing retailer specialized in children and teenage clothing firm (Original Marines= OM ) which operates in Italy as well as in major European markets. The company wants to launch a line of bijouterie for children and teenagers and wants your advice into how to develop the strategic concept of such products.
You should identify age and gender groups. In addition, you should advice such chain regarding the type of materials used, general design guidelines and specific target groups; all of which based on a careful assessment of the current market trends.
Therefore, 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 service ideas on the part of a major retailers operating in the children and teenage services.
It is required that you research additional information to support your work. This may be obtained from a diverse range of sources which you are encouraged to research in whichever way you deem appropriate. You are encouraged to source from a mix of academic journal
articles and online texts and multimedia material as well as blogs.
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
Project structure
To do so, student will produce a 1000 word report on the following items. This individual assignment will equal 100% of the final grade. The project will have an introduction, body and conclusion which will account for the word count. Bibliography will be required but will not be a part of the word count.
Referencing should abide by the Harvard rules and it is also mandatory.
We suggest the project follow the following structure (not mandatory)
• Models of idea generation. When creativity can be planned (20%)
• Notion and practice of brainstorming as applied to fashion (bijouterie) development (delve into the OM process of menu definition) (20%)
• Source of ideas used by OM (clients, competitors, etc. (20%)
• Creativity templates used which are most prevalent (analyze each case separately) (20%)
• Definition of analogical thinking and its implications for OM menu development (20%)
Using the Creative Templates model of Goldenberg and Mazursky:2002, and Dahl and Moreau:2002 identify and analyse three types of bijouterie products Original Marines might have recent released or similar competitors has at your local market (or the local market where you reside) Then, analyse product features and identify and rank the importance of a series of product features that may have better solved or addressed consumer trends and or demands. Consider that there may be more than one Template type presented in the new product line-up so emphasize the most prevalent one. Let us recall that templates which explain most if not all design innovations are: Replacement, Removal, Relationship and Redefinition.
Draw a conclusion in terms of what templates, sources of innovation and outcomes you have realized from your study. Indicate future areas of research.
See submission details on the ESE Student Portal.

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