Creativity and the Product Concept
Creativity and the Product Concept
Reading
Review
Jorge Yeshayahu
Gonzales-Lara,
Sociology MA
Marketing
The generation of concepts, the
obtaining of ideas, is the most critical step in the whole process. Started
with a set of customer needs and target specifications, the process concludes
with a variety of product alternatives from which a final product is selected.
There are several steps involved in the process of generating the generic
concept. The essay reviews the perspectives of the product concept and the new
product, and the inputs to have a new viable product concept. Creativity and
product concept, to create new product concepts, and routes: technology, end
user, team, other experts and other external. The inputs required by the creation
process in which the form is described, the technology and the source by which
the form was achieved. This article reviews the main forms in the generation of
customer need concepts.
Introduction
Creativity as a subject of study, turns
out to be important and fascinating, but at the same time difficult to
delimit. The study of the product as a repository element of
creativity. The importance in the study of the creative product arose in
response to the need to establish an evaluation criterion. Creativity is
manifested in certain types of product, which are the basis and foundation of
many of the definitions that exist about this phenomenon. We understand
the creative product to the result that has an independent existence of the
person who produces it, but also must respond to when, and where of its
existence (Horn & Salvendy, 2006). It is for this reason that, that
creativity depends on society and the historical moment in which it occurs. This
means getting the right people in the right environment and being ready for the
ideation process; because a creative person needs to know that he is ready
for the ideation process.
1. Background
of the Product Concept
The conceptual design of the product
has undergone some important transformations since the beginning of the 20th
century. Trade changed, production methods changed, the world became smaller
and ideas became bigger. At the beginning of the 20th century, research
companies such as Thomas Edison's Menlo Park research and development
laboratory were pioneers in a product concept design cycle based on
experimentation. Edison's approach was remarkably successful. Henry Ford
perfected the assembly line by introducing conveyor belts in the production cycle. The introduction of a constant and relentless
transporter transformed the world economy by laying the foundations of the
factory-based model. The explosion of factories around the world along with the
mobilization for the Second World War meant that the tradition of designing the
concept of an isolated product was coming to an end. Today, the development of
the product concept emphasizes that products created to empathically respond to
a problem are defined by the product concept design cycle.
2.
Creativity
and the Product Concept
Creativity and the Concept of the Product; is
the key, to understand the creation and concept of a new product. Many people
think of product innovation begin with a new product idea. Creativity has been
described by Craig Wynett, a senior manager at P & G as "the everyday
task of making nonobvious connections."
What is creativity? For many, creativity is about finding something new.
However, the definition is incorrect and should be closer to the ability to
dissociate existing elements and combine them to generate something new.
Creativity is a quality of the human
being that allows him to develop a favor of performing actions that create and
innovate an idea. The consecration of a project is given by several factors
that include a state of creativity to be able to do what you want. It is a
sense of each person and the personality of the human being, this develops the
creativity to obtain new horizons in what has already been raised. Creativity
and its application in the affairs of everyday life and common changes occur in
a change in the generic, you can even be a constant in the task, making it more
viable in the fundamental aspects of its implementation. Since the revision of
my reading; “Creativity and the Product
Concept.” There are two broad categories of approaches to get good new
concepts, I explored the one that involves looking for ready-made concepts.
3. Product
innovation
A product innovation is the
introduction of a good or service that is new or that has significant improved
characteristics or intended uses; An innovation process refers to the
implementation of a new or significantly improved production or delivery method. According
to Phillip Kotler, a product is anything that can be offered to a market for
attention, acquisition, use or that may need or want. Therefore, a product
can be a physical good, a retail store, a person, an organization, a place or
an idea. (Phillip Kotler - 2017)
This chapter is important because it
offers the tools for the creativity of new activities in other words to think
outside the box. Innovation is often thought of as the result of a rare
genius. To create a new solution to an old problem that is more efficient
and practical than older methods, it seems to be the kind of thing that only
the truly gifted can achieve.
The real question is: "How can you
obtain the equipment of your organization? To innovate for the benefit of the
organization as a whole?" The marketing concept and philosophy is one of
the simplest ideas in marketing, and at the same time, it is also one of the
most important marketing philosophies. At its very core are the customer
and his or her satisfaction.
4. Marketing
Concept
The marketing concept and philosophy
states that the organization should strive to satisfy its customers' wants and
needs while meeting the organization's goals. One solution is to use some
special activities to help your teams "think outside the box" and be
more creative. Here are some activities that can help teams to be more
innovative.
The product is the most tangible and
important individual component of the marketing program. Product policy
and strategy is the cornerstone of a marketing mix. If the product does
not meet consumer demand, no additional cost in any of the other ingredients of
the marketing mix will improve the product's performance in the market.
The three inputs are:
· Form: Physical item, or in case of
service it is the sequence of steps by which the service will be created.
· Technology: The power to do work.
· Need / Benefit: Product has value only
as it provides some benefit to the customer.
Technology allows us to develop a form
that provides the benefit.
The marketing concept is a relative
newcomer as a philosophy of doing business. However, its evolution began
before the Industrial Revolution. As time progressed, customer and
business need also evolved. The product and selling philosophies
eventually evolved into the marketing concept and philosophy. Today, the
marketing concept and philosophy stands as a formula for doing business and
many believe it is a prescription for success. It aims to satisfy
customers by guiding the organization to meet the customers' needs and wants
while meeting the organization's goals.
For an analysis, the market is very
important, keep in mind that the statement of the concept clarifies an idea or
design in words. Such statements are often used as part of a business plan or
when an idea is proposed to an investor or potential partner. The whole
business or product is summarized in just a few sentences, but enough details
are provided so that the public has a complete understanding of the idea. A
well-written statement of concept allows the listener to have a clear view of
the business.
5. Concept
Statement
A concept statement is the essence of a
business plan. If you are writing a business plan, know that this
statement . The basis for the plan for when it is presented, you should
never assume that the plan speaks for itself. It must include a statement that
helps the audience between the client and the investors to obtain a
comprehensive understanding of the business plan. In our reading the concept
statement is a very important tool. A concept. then is a verbal and prototype
expression that tells what is going to change and how the customer stand.
(Crawford - pp 109)
Open innovation is a
term used to promote an information age mindset to innovation that
runs counter to the secrecy and silo
mentality of traditional corporate research labs. The
benefits and driving forces behind increased openness have been noted and
discussed as far back as the 1960s, especially as it pertains to interfirm
cooperation in R & D. Use of the term 'open innovation' in reference to
the increasing embrace of external cooperation in a complex world has been
promoted in particular by Henry Chesbrough , adjunct professor and
faculty director of the Center for Open Innovation of the Haas
School of Business at the University of California, who
articulated a modern perspective in his book Open Innovation: The
new imperative for creating and profiting from technology.(Chesbrough 2005)
The most important part of this chapter
is the development of the concept for new generation products. It should also
be considered that the method to create a new product concept: problem-based
ideation.
6. Conclusion
By way of conclusion, we can define
that the new product concepts and the new product, need at least two of the
three inputs to have a new viable product concept, and all three to have a new
product.
Creativity and product concept, to
create new product concepts, there are five routes: technology, end user, team,
other experts and other external, these two involve receiving ideas of products
created by others and three involve a managed process executed by the team.
Last three entries required by the creation process
· Form: is a physical thing created, or
in the case of service, is the sequence of steps by which the service will be created.
· Technology: This is the source by which
the form was achieved.
· Technology is defined in product
innovation as the power to do a job.
(Need/Benefit)
The product has value only because it
provides some benefit for the client that the customer sees a need or desire,
these are the main ways of generating the customer's need concept and the
company needs to develop technology that allows the company to visualize the
shape. The generation of concepts, the obtaining of ideas, is the most critical
step in the whole process. Started with a set of customer needs and target
specifications, the process concludes with a variety of product alternatives
from which a final product is selected
Miami, November 8, 2018
References &
Bibliography
1.
Crawford C Merle, Di Benedetto, Anthony.
New Products Management. International Edition, 2015.
2.
Chesbrough Henry William. Open Innovation:
The New Imperative for Creating and profiting from Technology. September 30,
2005.
3. Kotler
Philip. May Adventures in Marketing. July 15, 2017.
