高级综合商务英语1彭青龙Unit5CreativityandInnovation省公开课金奖全国赛课.pptx

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高级综合商务英语1彭青龙Unit5CreativityandInnovation省公开课金奖全国赛课.pptx

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UnitFiveCreativityandInnovation1/69

Lead-inTextA:ThePostmodernCravingforCreativityTextB:DesignThinking2/69

Lead-in3/69

Lead-inDiscussion1）What’sthedifferencebetweenCreativityandInnovation?Readthenexttwoslidesforsomeclues.4/69

Lead-inDiscussion★Whatiscreativity?“...toraisenewquestions,newpossibilities,toregardoldproblemsfromanewangle...”AlbertEinstein5/69

★Whatisinnovation?Lead-inDiscussion6/69

2)Howcanbreakthroughproductsavoidfailure?ManymanagerswanttheirorganizationstodevelopbreakthroughproductsandasktheirRDdepartmentstocomeupwiththeequivalentoftheiPodoriPhone.Unfortunately,therealityisthatproductfailureismorecommonthansuccess.Whatarethereasonsforproductfailure?Lead-inDiscussion7/69

1.Breakthroughproductssometimesfailbecausetheydonotfunctioncorrectly.a.TheAppleNewtonpersonaldigitalassistantpromisedbutfailedtorecognizehandwriting.b.UnileverandPGhaveintroduced“power”washingpowderstoremovestainsbutwhichdamagedfabrics.Lead-inDiscussion8/69

2.Breakthroughproductsfailtosatisfycustomerneedsandmeetcustomerexpectations.ArecentsurveyfoundthatofhundredsofnewfoodandbeverageproductsintroducedinthelastfewyearsintheUS,90%hadfailed(andwerewithdrawnfromsupermarketswithin3monthsoflaunch).Lead-inDiscussion9/69

3)What’sthemeaningof“thinkoutsidethebox”?Inapoll,“thinkoutsidethebox”hasbeenvotedBritain’smostdespisedbusinessjargon.Whatdoyouthinkisthepossiblereason?Lead-inDiscussion10/69

Self-perfumingbusinesssuitPawSenseAlarmclockthatrunsawayfromyouLead-inInnovativeInventions11/69

LaserCosmoHiddenWallSafeLead-inInnovativeInventions12/69

ClickthewebsitetoopentheMillionDollarHomepage./DoyoulikethisbusinessideaofAlexTew?Whyorwhynot?Lead-inMillionD

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