New Product Development has been viewed among the most crucial fields of companies’ competences with regards to success of their businesses. Research implies that creativity and innovation in products are among the key sources for corporate survival in the long run. Initiating and developing ideas, which are creative, to be turned into new products is regarded to as one of the main properties of an innovation strategy. Creativity encourages the yield of novel and meaningful ideas that is one of the major bases for innovation. It generates product differentiation that is a crucial indicator of a company’s performance and it has become one of the most crucial building blocks of research in many subjects stretching from fine arts to psychology. This research studies the relationship between creativity involved in development of new products and their appeal to consumers. It looks into within what conditions product creativity turns customers away in terms of its relevant level of appeal as its main concern. It defines creativity as novel and meaningful ideas as perceived by the domain these ideas have been generated for; successful implementation of which results in innovation.
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