文章基本信息

标题：Comparative analysis of creative process methodologies for products development – a case study of the large scale toys production
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作者：Lucas Felipe Haeser ; Renato Vizioli ; Paulo Carlos Kaminski 等
期刊名称：Product : Management & Development
印刷版ISSN：1676-4056
出版年度：2015
卷号：13
期号：1
DOI：10.4322/pmd.2015.005
出版社：Instituto de Gestão de Desenvolvimento de Produto
摘要：The speed the market demands for new products development and launching not only creates challenges amongst the technical, productive and operational aspects, but also in product conception. This article explores a case in which the conception becomes even more critical: the development of promotional toys – such as the ones commonly sold inside Easter eggs – those seasonality, large scale, safety criteria and visual appeal, mentioning just a few characteristics, make the creative process a crucial role in the cycle of product development. Therefore, the following creativity tools are analyzed: design thinking, brainstorming, brainwriting, post-up and individual creation. In addition, a comparative practical study is performed using similar evaluation criteria in order to identify the best techniques for each type of need.
关键词：generation of ideas; creativity; toys.