Goldenberg, Jacob; Mazursky, David; Solomon, Sorin - In: Marketing Science 18 (1999) 3, pp. 333-351
complex thinking context certain patterns of creativity may emerge. Relying on such observed patterns may help in “organizing … . The theoretical rationale for the emergence of such templates and the empirical studies that detect the key creativity … multiple categories. Studies 1 and 2 were designed to identify and describe the templates. Six major creativity templates were …