Deck 4: Creativity and the Product Concept

Question 1

The innovation process always starts with technology and either of the other two dimensions,form and benefit,come second.

Answer 1

False

Question 2

Identify the activity that does NOT take place during the phase of "preparing a firm for ideation."

A)Establishing a team or nucleus for the ideation
B)Screening stages
C)Training and otherwise preparing the ideation team
D)In-depth analysis of markets

Answer 2

D

Question 3

A new product only really comes into being when its concept is generated.

Answer 3

False

Question 4

According to the MBTI Creativity Index,creative people tend to be more judging than other individuals.

Question 5

The America-First Corporation deliberately staffs its creative teams with a blend of highly creative and highly practical people.The firm is employing the creative abrasion technique.

Question 6

Under an open innovation policy,firms start with the understanding that much,if not most,of the knowledge they could use resides outside the firm.

Question 7

Which of the following statements is true regarding creative people?

A)Creative people are typically eccentric
B)Creative people tend to be creative throughout their lives
C)Creativity cannot be measured
D)Creative people cannot benefit from training

Question 8

The majority of potential product concepts generated by consumers / users are for new-to-the-world products.

Question 9

Since creative people often interact with other creative types,they tend to respond best to group rewards.

Question 10

The America-First Corporation is preparing to staff its new product development department.In order to identify and choose more creative persons,the firm should probably screen applicants using the:

A)Myers-Briggs Type Indicator.
B)DISC assessment.
C)Keirsey Temperament Sorter.
D)Minnesota Multiphasic Personality Inventory.

Question 11

According to the MBTI Creativity Index,creative people tend to be more:

A)sensory.
B)thinking.
C)judging.
D)introverteD.

Question 12

The closed innovation model allows for inputs to come from internal sources as well as external ones.

Question 13

Lead users are especially helpful in giving new product ideas because their work is of the problem-find-solve type.

Question 14

Any two of the three product inputs-form,benefit,technology-are sufficient to produce a concept.

Question 15

Creativity can be measured.

Question 16

One important principle firms should follow is to ask customers what product improvements they want rather than asking them for outcomes.

Question 17

Most people solve problems in ways that have worked for them in the past.This type of thinking is known as _____ thinking.

A)productive
B)unique
C)reproductive
D)unconventional

Question 18

3M used a program called IDEA (identify,develop,expose,and action)to encourage creative thinking.

Question 19

Generally the "best" sequence for new product development is to progress from technology,to benefits,and then to the finished form.

Question 20

In most industries,one of the three dimensions of innovation often needs no attention because of general knowledge within the industry.

Question 21

Concept generation must be a(n)_____ process.

A)passive
B)reactive
C)active
D)defensive

Question 22

Ted is the general manager of the New Way Hotel.Whenever an employee comes up to Ted with a new idea,he listens patiently,cites all of the advantages of the new idea and then addresses the negatives,but only in a positive mode.Identify the technique being used by Ted to encourage creativity.

A)Accentuating the positive
B)Itemized response
C)Creative abrasion
D)Social cohesion

Question 23

A new product only really comes into being when:

A)a concept is generated.
B)the technology to create the product is acquired.
C)a prototype passes scrutiny by potential users.
D)it is successful in the market.

Question 24

Prior to proceeding with the development of a concept,a group of technical people and intended customers will review a _____ statement to assess its potential.

A)product input
B)product potential
C)product concept
D)product process

Question 25

All of the following are common barriers to a firm's creativity EXCEPT:

A)strong functional area allegiance.
B)heavy stress on continuous improvement.
C)strong group friendships / cohesion.
D)management tolerance of "mistakes."

Question 26

Teltos Inc. ,is seeking ways to motivate its "creative types." Which of the following ways can be considered by the firm to encourage creativity?

A)Not imposing any rules and regulations on the innovators.
B)Assignments for the innovators should be selected by the top management.
C)Allowing free time for innovation.
D)Giving group rewards for innovation.

Question 27

Which of the following techniques of encouraging creativity is followed by the 3M Company?

A)Not imposing any rules on creative people.
B)Giving group rewards for innovation.
C)Not transferring creative people so that they get to understand various aspects of only the department they are working for.
D)Allowing free time for innovation.

Question 28

The practice of citing the advantages of a proposed idea before addressing the shortcomings in a "positive manner" is called:

A)itemized response.
B)velvet-gloving.
C)accentuating the positive.
D)soft-soaping.

Question 29

With reference to the three inputs required by the creation process,_____ is the source by which the form is attained.

A)design
B)potential
C)technology
D)benefit

Question 30

The practice of deliberately pairing a "blue sky" creative person with a "practical" type is called:

A)competitive venturing.
B)creative abrasion.
C)dysfunctional creativity.
D)itemized response.

Question 31

_____ is defined in product innovation as the power to do work.

A)Benefit
B)Form
C)Technology
D)Potential

Question 32

A new product:

A)when launched is still in a tentative form.
B)if successful can be termed a concept.
C)comes into being once its prototype is ready.
D)comes into being when its potential benefits are identifieD.

Question 33

Creative persons:

A)can benefit from training.
B)tend to be more judging than other individuals.
C)are eccentriC.
D)tend to be less intuitive than other individuals.

Question 34

By definition,new product teams are ___,which means a greater variety of perspectives but also potential difficulties in reaching a solution acceptable to all.

A)cross-functional
B)motivated by group rewards
C)highly bureaucratic
D)iconoclastic

Question 35

Which of the following inputs,in the case of a service,required by the creation process can be BEST described as the sequence of steps by which the service will be created?

A)Form
B)Technology
C)Benefit
D)Conceptualization

Question 36

Identify the best sequence to follow during the development of a new product.

A)Technology;form;benefit
B)Form;technology;benefit
C)Benefit;technology;form
D)Technology;benefit;form

Question 37

In an innovation process,which of the following inputs required by the creation process is often put first?

A)Form
B)Technology
C)Benefit
D)Potential

Question 38

One of the reasons why technology-driven scientists,in most cases,actually put benefit before form and technology in the creation process is that:

A)it makes finding customer problems very easy.
B)they have some idea of need that is leading them in their efforts.
C)an idea developed into a concept using this sequence is always successful.
D)the production cycle using this sequence is much shorter.

Question 39

A verbal and / or prototype expression that tells what is going to be changed and how the customer stands to gain or lose is best described as a:

A)product innovation charter.
B)product statement.
C)concept.
D)prototype.

Question 40

A product protocol primarily describes:

A)form.
B)benefits.
C)technology.
D)potential.

Question 41

Identify the correct statement with regard to end users as a source of ready-made new product concepts.

A)Most concepts are for product improvements.
B)They are more likely to come up with ideas that are easily developed into real products.
C)In the chemical additives for plastics industry,most of the new product ideas come from end users.
D)Their role is the same across industries.

Question 42

Discuss the toolkits for user innovation method.

Question 43

Discus the barriers to firm creativity.

Question 44

What are the various obstacles to idea generation?

Question 45

One of the complicated issues a firm must manage in an open innovation policy is:

A)filtering the ideas.
B)intellectual property protection.
C)top management support.
D)developing a work culture suitable for open innovation policy.

Question 46

The objective of _____ is for the firm to access the global R&D community,even beyond the confines of its own industry,in order to accelerate its speed of research and innovation.

A)applications engineering
B)open innovation
C)HYPERLINK "http: / / www.google.com / search?hl=en&q=community%20management" community management
D)leveraged creativity

Question 47

Many firms seek to elicit new product ideas from their ____,that is,the customers associated with a significant current trend.

A)resellers
B)vendors
C)inventors
D)lead users

Question 48

Briefly describe the three inputs required in the creation process.

Question 49

Most of the ideas offered by consumers would be best characterized as:

A)product improvements.
B)line extensions.
C)new-to-the-world products.
D)prototypes.

Question 50

Some manufacturing firms are turning to a method known as toolkits for user innovation.Which of the following statements is true regarding this method?

A)It is particularly useful when very few customers require customized products.
B)It increases the number of iterations required to fully satisfy the customer.
C)It increases time required to respond to customer needs.
D)It formally turns the innovation task over,to some extent,to the users themselves.

Question 51

Open idea solicitation is known as:

A)crowdsourcing.
B)skimming.
C)market penetration.
D)shoulder surfing.

Question 52

Which of the following can be cited as an example for crowdsourcing?

A)When Sony first released Playstation 3,it was sold at $599 in the US market,but it has been gradually reduced to below $200.
B)Months before Microsoft rolled out the latest version of its productivity suite,Office 2010,9 million people downloaded its beta version to test the software and provide feedback.
C)Dell Computers removed most of the channel partners from its supply chain to deal directly with customers.
D)Black & Decker introduced the Snakelight as an innovative solution to the problem of trying to hold a flashlight while working.

Question 53

Which of the following would qualify as an outside source of ready-made new product concepts?

A)New products people
B)Marketing teams
C)Manufacturing teams
D)Lead users

Question 54

What has been defined as "the process a company employs to externally search for and source research,innovation,new technologies,and products?"

A)T-P-M linkage
B)Open innovation
C)Creative abrasion
D)Leveraged creativity

Question 55

Discuss the advantages and risks of open innovation.