earticle

영어

Companies need to secure strong methods of new product development in a rapidly changing competitive environment. They overly focusing on the perception of consumers can not lead radical changes. They need to generate sufficient creative ideas in the early stages of new product development to make radical change. The purpose of this study is to examine the effect of a creative method on the generation of creative ideas. An enhanced creativity method was designed considering existing methodology and cognitive elements. This study specifically focused on team rather than individual level creativity. This arrangement reflects the fact that companies in practice rely on team unit in NPD process. The contribution of the study is two fold : enhancing existing methodology, and testing the effect of conceptual distance on making of creative ideas. The experimental results showed that appropriate conceptual distance help to make best creative output and that ABIS attribute is proved to be more effective than traditional association.