Creative Connections: How Companies Innovate by Crafting New Links Between Attributes

What approaches are most effective for successfully creating new product innovations?

Jacob Goldenberg, Rom Y. Schrift  | Summer 2017
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Market research suggests that many new product innovations actually come about by identifying and re-envisioning new links between a product’s attributes—or attribute dependencies. This case draws on the methodologies described in Inside the Box: A Proven System of Creativity for Breakthrough Results, by Drew Boyd and Jacob Goldenberg, to apply Systematic Innovative Thinking processes focused on attribute dependencies as a means to identify opportunities for new product innovation. The case outlines the steps to follow when applying the attribute dependency template in business settings and includes a student exercise for classroom use.

Case ID: 180501

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