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The case for in-the-box innovation

Date of publication: February 27, 2005

Catalogue: ESOMAR Conference 2005: Innovate!

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Authors: Leyla Namiranian, Gwen Smith Ishmael

Abstract:

This paper describes a groundbreaking international case study proving that a much larger number of relevant, actionable, and original new product ideas can be generated by using creativity techniques that encourage 'in-the-box' thinking as opposed to the 'out-of-the-box' creativity techniques more typically used.

Leyla Namiranian

Author

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Gwen Smith Ishmael

Author

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Namiranian and Ishmael (2005a, February 27). The case for in-the-box innovation. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/dairy-box-pack-research