Controlled Creativity

Andrew Lester

Chapter Chapter 7 in Growth Management, 2009, pp 73-84 from Palgrave Macmillan

Abstract: Abstract Provide the basis for developing customer relevant propositions Outline the need and context for creativity Introduce some established tools and techniques to generate creative ideas Having chosen a growth opportunity to exploit this and the next two chapters show how to capitalize on it. Although many companies can see the same market opportunities, those that win also have the critical ability to develop and launch great propositions quickly.

Keywords: Project Team; Growth Opportunity; Growth Management; Launch Date; Gadget Manufacturer (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23356-0_7

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DOI: 10.1057/9780230233560_7

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