Fostering Creativity in the Organization

  • Hubert Gatignon
  • David Gotteland
  • Christophe Haon


The first step in the new product and service development process is to generate ideas. It is unlikely that a single genial idea comes up by itself. Hundreds of ideas must be generated to allow the best ones to be selected. Methods for screening ideas constitute an important second step. We present these methods, including the recent improvements that have been proposed (e.g., Toubia and Flores 2007) in Chapter 10. In this chapter, we now focus on how to make the firm as a whole more creative for the purpose of developing new products or services in a sustainable fashion over time.


Intrinsic Motivation Negative Mood Management Journal Cognitive Style Transformational Leadership 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Hubert Gatignon, David Gotteland and Christophe Haon 2016

Authors and Affiliations

  • Hubert Gatignon
    • 1
  • David Gotteland
    • 2
  • Christophe Haon
    • 2
  1. 1.INSEADSorbonne UniversitésFrance
  2. 2.Grenoble Ecole de ManagementFrance

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