Thinking in New Boxes: A New Paradigm for Business Creativity
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Book Overview
When BIC, manufacturer of disposable ballpoint pens, wanted to grow, it looked for an idea beyond introducing new sizes and ink colors. Someone suggested lighters. LIGHTERS? With an idea that seemed crazy at first, that bright executive, instead of seeing BIC as a pen company--a business in the PEN "box"--figured out that there was growth to be found in the DISPOSABLE "box." And he was right. Now there are disposable BIC lighters, razors, even phones...
Format:Hardcover
Language:English
ISBN:0812992954
ISBN13:9780812992953
Release Date:September 2013
Publisher:Random House
Length:352 Pages
Weight:1.42 lbs.
Dimensions:1.0" x 6.4" x 9.3"
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