Generating Growth Ideas

Chezy Ofir, Donald R Lehmann and Scott Sanderude

Chapter 3 in Marketing Driven Revenue Growth:A Guide to Organic Growth, 2024, pp 25-51 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Generating good growth ideas is often the “fun” part of the process but can also be frustrating and result in a fairly limited set of options. The purpose of the chapter is to highlight some useful ways to structure the process, many of which are thought of as ways to foster creative thinking. While many of these methods are oriented toward new products, they also apply more broadly (e.g., to brand, customer, and channel-based growth ideas).Methods for generating growth ideas fall into two basic categories: market input-driven and ideation.

Keywords: “Block Week” (9–5) Format; New Business; Organic Growth; Growth; New Products; Marketing; Innovation; Creativity; Evaluating Options; Implementation; Forecasting; Brands; Customers; Evaluation (search for similar items in EconPapers)
JEL-codes: L26 M13 M3 M31 (search for similar items in EconPapers)
Date: 2024
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