Dr Jacob Goldenberg, senior lecturer at the Hebrew University of Jerusalem School of Business Administration, is a leading expert on creative thinking and product development. He has taught courses and workshops in inventive thinking for hi-tech companies and marketing organizations in both Israel and the United States, and has worked with companies such as Scitex, Intel, Motorola, Coca-Cola, Mastercard, Ogilvy & Mather and Rapp & Collins. He received a joint Ph.D. degree on this topic from the School of Business Administration and the Racach Institute of Physics at the Hebrew University of Jerusalem, Summa Cum Laude. His bachelor's degree was in aeronautical engineering and his master's degree in mechanical engineering. Jacob published papers in leading journals, including Science, the Journal of Marketing Research, Marketing Science, Management Science, and others.
Preface
Acknowledgements
Introduction
1. Codes of product revolution - a source for ideation
2. Revisiting the view of creativity
3. A review of popular creativity enhancement methods
4. The attribute dependency template
5. The forecasting matrix
6. The replacement template
7. The displacement template
8. The component control template
9. Templates in advertising
10. Further background to the template theory
11. Demarcating the creativity templates
12. The primacy of templates in success and failure of products.
