"Creativity emerges from behind a number of guises, and Boyd and Goldenberg's structured approach fits the bill with so many familiar examples that many readers will wonder, 'why didn't I think of that?'"
Thinking outside the box is hardly the only spur to innovation, write marketing professors Boyd (Univ. of Cincinnati) and Goldenberg (Hebrew Univ. of Jerusalem) in this bouncy yet grounded nod to the creative impulse.
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