Purpose: This study aims to investigate the effect of product creativity on the financial performance of new
product in the food industry. In addition, the applicability of creative thinking method for the development
of creative new food product is examined.
Methods: In this study, OPA(Originality-Practicality Analysis) method is applied to evaluate the creativity
of 32 new food products of ‘H’ food company in Korea. Effects of product creativity on the financial performance
are analyzed using t-test and logistic regression analysis. In order to examine the applicability of
SIT(Systematic Inventive Thinking) for the new product development process, each subject are classified
according to five SIT tools.
Results: The product group belongs to creative area(CA) shows the highest financial performance among
the quadrants of OPA matrix. The products are divided into two groups whether the product can be classified
by SIT tools or not. The products belonged to SIT group show higher creativity than non-SIT group.
Conclusion: From the result, it can be concluded that product creativity has effect on the financial
performance of the new food products, and SIT can be used as a powerful tool in developing creative
new food products.
Key Words: Food Industry, OPA, Creativity of new product, Systematic Inventive Thinking
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