ABSTRACT

The processes by which creativity and innovation can renew mature products, particularly the question of how cross-fertilization between products takes place, are currently not always well understood. In this chapter, we analyze a case of product innovation from one European creative industry and its impact on the renewal of a mature product in the same industry in the US. Based on our case study we develop a theoretic argument that builds on the extensive literature on (product) categories and combine it with insights from cognitive psychology to provide a framework that can be used to explain how and when creativity and innovation in one product can be more or less impactful for other products.