Extent of Product Creativity: A Conceptualization of the Relationship between Rate and Depth of Creativity

Abstract

The gap of an adequate creativity based perceptual model is constituting in the lack of success of products, as the current models are deficient in capturing the perception of the consumers pertaining to new products. This also restricts to provide thinking cues in the conception and development of a product. Creativity can be the best source for competitive advantage as new product creativity facilitates new product success. However, the lack of detailed, measurable, and perceptual models to capture the perception of product creativity has resulted in lack of understanding of how creative a certain product is and how to capture the “wow” factor for consumers. Creativity is explored as a product-level phenomenon in which the concept of extent of creativity is introduced to capture the relationship between the rate and depth of creativity of a product. A conceptual framework is also introduced to synthesize the extent of product creativity in order to understand the creative advantage amongst different products.