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101 Creative Problem Solving Techniques by JAMES M. HIGGINS


 INN V TE OE EVAPORATE Profit, thy name is creativity. — Business Week When giant PC chipmaker Intel was confronted with new and unusually tough competitors that used clones of its chips to compete on price, CEO Andrew Grove turned to innovation. Intel launched an accelerated schedule for new-product development that produced the 386, 486, and Pentium chips and left competitors in the dust.' When Johnson & Johnson, the health care and consumer products conglomerate, found itself at a cost disadvantage compared to competitors, it launched a program to develop innovative processes that would cut overhead costs. For example, CEO Ralph Larsen created customer support centers, employee teams working on customer sites to facilitate distribution and ordering. The teams eliminated overlapping strategy services in most of the firm's 166 businesses. 2 When Nordstrom, the Seattle-based department store chain, analyzed its markets, it realized that providing high levels of customer service would be an innovative marketing approach in the discount-oriented retail industry. That strategy worked extremely well, giving Nordstrom an edge in a rapidly changing marketplace.

    INNOVATION AND CREATIVITY Innovation is how a firm or an individual makes money from creativity. Organizations, their managers, and other employees seek to create original ideas and concepts that will end up as innovations, such as new or enhanced products or services, processes that increase efficiency, highly competitive marketing campaigns, or superior management. The process of generating something new is known as origination. Something original is something_ new, something that didn't existi before. Creativity is the proce§§' -ofIetterating som new that has value. There are many original ideas and concepts, but some may not have value and hence may not be considered creative. A creation is something original that has value. Innovation is the process of creating something new that has significant value to an individual, a group, an organization,

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