Improving Competitiveness by Adopting a Creative Approach to Product and Process Innovation.

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    Companies have always been in the business of making money, and the products, processes and services they offer are the vehicles they use. To be competitive companies must continuously improve and evolve the products, services and systems on offer. Conventional continuous improvement techniques are fine for cost reduction activity, and conventional marketing, market research, and project management techniques are suitable for implementing change. This paper addresses the more difficult question of new product (process or system) innovation and suggests that latent needs, wants and desires of customers need to be identified, and the customer provided with new user experiences and excitement features, if successful product innovation is to occur in modern competitive markets. The approach recommended is based on the author’s research and knowledge transfer experience between university and industry in the context of innovation, and combines the process of invention with the design or business approach to project management. User centred design tools and techniques are applied throughout the entire innovation process. The accompanying conference presentation will be based on the author’s experience and focus on examples of successful innovation using the strategy and tactics outlined in this paper.
    Original languageEnglish
    Pages (from-to)1-12
    JournalProceedings of the 10th Continuous Innovation Network Conference, Brisbane, Australia, 6-8 September 2009
    Issue number1
    Publication statusPublished (in print/issue) - 8 Sept 2009

    Bibliographical note

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    • Innovation
    • invention
    • design
    • business
    • creativity


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