This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage “in-the-box” thinking as opposed to the “out-of-the-box” creativity techniques more typically used.
The Case for In-the-Box Innovation
Leyla NamiranianDirector of International Research, Decision Analyst, United States
Gwen IshmaelInnovation Services, Decision Analyst, United States
In the last several years, innovation has moved to the top of the worldwide...