The relations between two given characteristics (either between two components or two attributes) are defined by links. In the case of attributes, the links are defined as dependency. In the case of links between components, two requirements must be met: (1) direct influence, for which a change in one component is directly responsible for changing parameters in the other, and (2) assignment of function, for which the influence has been designated by the manufacturer. The configuration of a product is similar to a snapshot of the product-based information. To create a new product, the dynamics of change must be defined as well. We define tem-plates as systematic changes between an early configuration (i.e., previous product version) and the one that follows it (i.e., the next product version). The changes between con-figurations can be expressed as combinations of elementary steps, termed "operators."
Transition from an existing product to a new idea can be accomplished by applying these fundamental operators in a defined sequence. These macro operators, when applied to both the internal and external attributes and components, constitute the flash template. Note that external attributes and components are drawn from objectively measurable factual information about the product and its immediate environment. Although the flash template initially draws solely on product-based information, market-based information is examined subsequently to complete the formulation of the product idea. In the following section, we define and describe the five flash templates identified in the mapping study. The preceding taxonomy of flash templates can be used to approach the ideation task from a perspective based on product rather than market information. Such a perspective is particularly useful, given the traditional view of ideation as "ill-defined" or "ill-structured”. The ill-defined nature of ideation stands in contrast to other important new product activities (such as screening, diffusion, and various marketing assessment too, which are characterized as well-defined because they lend themselves to specific definitions in terms of numerical variables and well-defined solution plans. Most widely used ideation methods (e.g., brainstorming and Random Stimulation) do not transform the ill-defined nature of the problem into a defined and channeled process. Their validity has been questioned in many experimental studies regarding creativity and effectiveness. The main conclusion from these studies is that such methods lead to an excess of ideas and analogies, which actually obstructs the ideation process. It has been found that the source of satisfaction from this kind of ideation session is the process of ideation itself, rather than the quality of the idea. The lack of synchronization between the two different activities-screening, is well-defined, versus ideation, which tends to be ill-defined. Coping with the ill-defined nature of ideation tasks may be made easier by using an approach that is consistent with two principles. The first, which originates in cognitive psychology, predicts that restricting the scope of an issue enhances inventive productivity. This indicates that thinking within a frame of reference requires sensitivity to the rules of the game and that, by functioning within such a frame, a person is better able to notice or recognize the unexpected
- Sales and Market Strategies through Flash Templates