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Prize winner
Go Forth and Multiply: Unlocking Successful Innovation
Case
-
Reference no. CCW190501
Subject category: Entrepreneurship
Authors: Jacob Goldenberg (Columbia Business School, Columbia University); Rom Y Schrift (The Wharton School, University of Pennsylvania)
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2018
Version: 27 February 2024
Revision date: 8-Mar-2024
Length: 20 pages
Data source: Published sources
Topics: Innovation; Product development; Systematic thinking; Multiplication concept; Template for innovation; Product attributes; Product component
Share a link: https://casecent.re/p/157901
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Abstract

Systematic Inventive Thinking (SIT) templates are used to guide the innovation process and generate original product ideas hiding in plain sight within an existing product, service, or environment. This case focuses on the multiplication template whereby one unlocks novel ideas by arbitrarily multiplying an essential component of an existing product, changing its attribute(s) in some way, and only then seeing what benefit arises from having the new, changed components. The case includes a discussion of the template's conceptual framework, the steps to follow to apply the template, and provides illustrations where the multiplication template’s use led to product innovation and marketing success.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Thumbnail image for product with reference number CCW190501CHI
Go Forth and Multiply: Unlocking Successful Innovation
Case
-
Reference no. CCW190501CHI
Simplified Chinese language
Subject category: Entrepreneurship
Authors: Jacob Goldenberg (Columbia University); Rom Y Schrift (University of Pennsylvania)
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2018
Version: September 6, 2018
Length: 13 pages
Data source: Published sources
Topics: Innovation; Product development; Systematic thinking; Multiplication concept; Template for innovation; Product attributes; Product component
View full details

About

Abstract

Systematic Inventive Thinking (SIT) templates are used to guide the innovation process and generate original product ideas hiding in plain sight within an existing product, service, or environment. This case focuses on the multiplication template whereby one unlocks novel ideas by arbitrarily multiplying an essential component of an existing product, changing its attribute(s) in some way, and only then seeing what benefit arises from having the new, changed components. The case includes a discussion of the template's conceptual framework, the steps to follow to apply the template, and provides illustrations where the multiplication template’s use led to product innovation and marketing success.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Related

Thumbnail image for product with reference number CCW190501CHI
Go Forth and Multiply: Unlocking Successful Innovation
Case
-
Reference no. CCW190501CHI
Simplified Chinese language
Subject category: Entrepreneurship
Authors: Jacob Goldenberg (Columbia University); Rom Y Schrift (University of Pennsylvania)
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2018
Version: September 6, 2018
Length: 13 pages
Data source: Published sources
Topics: Innovation; Product development; Systematic thinking; Multiplication concept; Template for innovation; Product attributes; Product component
View full details
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