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Fostering Creativity in the Organization

  • Chapter
Making Innovation Last: Volume 2

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Abstract

The first step in the new product and service development process is to generate ideas. It is unlikely that a single genial idea comes up by itself. Hundreds of ideas must be generated to allow the best ones to be selected. Methods for screening ideas constitute an important second step. We present these methods, including the recent improvements that have been proposed (e.g., Toubia and Flores 2007) in Chapter 10. In this chapter, we now focus on how to make the firm as a whole more creative for the purpose of developing new products or services in a sustainable fashion over time.

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Authors and Affiliations

  1. INSEAD, Sorbonne Universités, France

    Hubert Gatignon

  2. Grenoble Ecole de Management, France

    David Gotteland & Christophe Haon

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  1. Hubert Gatignon
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  2. David Gotteland
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© 2016 Hubert Gatignon, David Gotteland and Christophe Haon

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Gatignon, H., Gotteland, D., Haon, C. (2016). Fostering Creativity in the Organization. In: Making Innovation Last: Volume 2. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-137-57264-6_3

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