Managers reject ideas customers want

• Autores: Scott Berinato
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 7-8, 2014, págs. 30-31
• Idioma: inglés
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• Resumen

  • The article presents an interview with Professor Jennifer Mueller about research she was involved with that found, for an unspecified firm, new product wanted by customers were not the same as those desired by management. She says a focus on feasible products makes it hard for firms to recognize creative ones. In her view a greater tolerance for uncertainty among chief executives would help promote creativity. She notes that creativity means different things to different people, and cautions against chief executives imposing a definition for creativity on a company.