The Use of Creativity and Systematic Innovation within the Product Life Cycle:From the Perspective of Product Management

Bachelor Thesis from the year 2009 in the subject Business economics - Business Management, Corporate Governance, grade: Gut, Campus02 University of Applied Sciences Graz (Innovationsmanagement), language: English, abstract: The management of products is an essential requirement for successful organisations. Strategically coordinated activities for upgrading products, broadening of the range of goods by variants, developing follow-up models and enhanced products are creating the best premises to continually use resources of the organisation. These activities require profound studies of the market, potential competitors, new technologies and customer requests in order to create new ideas for enhancing the present products and to introduce innovative products. In most organisations unfortunately the systematic internal achievement of new ideas is neglected. The aim of this paper is to enable organisations to get new ways to generate ideas for future products, as well as suggestions for idea generation in order to carry out product variation, product differentiation or product diversification along the product life cycle. It also copes with emotional or organisational barriers within the creative process and team characteristics for creativity workshops.