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Published by:
Columbia CaseWorks, Columbia Business School (2017)
August 2, 2017
17 pages
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Market research suggests that many new product innovations actually come about by identifying and re-envisioning new links between a product's attributes - or attribute dependencies. This case draws on the methodologies described in Inside the Box: A Proven System of Creativity for Breakthrough Results, by Drew Boyd and Jacob Goldenberg, to apply Systematic Innovative Thinking processes focused on attribute dependencies as a means to identify opportunities for new product innovation. The case outlines the steps to follow when applying the attribute dependency template in business settings and includes a student exercise for classroom use.


Snapchat; IF Insurance; Nestea; Iced tea; Coors; Cold-activated label; Gym-Pact; Attribute dependency; Systematic Innovative Thinking; SIT; New product development; Innovation; Function; Form; Entrepreneurship
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