The accelerating effect of market demand in the creativity generating process: a case study
by Hsin-Min Hung, Binshan Lin, Charlotte Jones
International Journal of Innovation and Learning (IJIL), Vol. 5, No. 4, 2008

Abstract: This paper proposes a conceptual framework to explain the role of 'market demand' in the creativity generating process. Including the critical attributes of the market demand, Perceived Usefulness (PU) and Perceived Ease-of-Use (PEOU), into the stages of problem identification and response validation not only reduces unnecessary trial-and-error iterations but also converts subjective values into the more objective 'market value'. The gaps among creativity, innovation, and business performance can be bridged, and organisations can accelerate the transformation of creativity into innovation and business performance. This research uses a case study to illustrate the conceptual framework and suggests that managers include the concept of market demand into the company culture, incorporating market demand into R&D training and remuneration policies, to better compete in today's fast-changing society.

Online publication date: Mon, 17-Mar-2008

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