CRI Assignment

Creativity & Innovation 2009

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Product Name: DEG09 Eyeglass

Lecturer Name : Mr. John Choong Chun Han

Student Name: Muneer Ahmed Al-sakkaf

Student No. : TP015697

Intake Code: UC2F0901TE

Module Name: Creativity and Innovation

Module Code: BM006-3-2

Submission Date: 01 Jun. 2009

Word-Count: 2499 ( words in executive summary, cover page, headings, tables, diagrams, captions, citations, references, appendix and 2nd FFA are excluded)


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Executive Summary :

DEG09 product is proposed to Mr. Chongfeng Tao, the executive manager of Ningbo

Jiangdong Deluxe International Trading Co.Ltd on the purpose of international

trading over the main markets of the company such as North America, Eastern Europe,

Southeast Asia, Africa, Mid East and Western Europe.

DEG09 is not an ordinary eyeglass, it’s an eyeglass that can filter and recognize

various sounds and expresses them in hearable sounds within a hearing range

lower than 300Hz which is the range whereby hard-of-hearing people can hear.

Therefore, DEG09 is highly expected to have a strong marketing point among such

people who are in real need for this product, precisely, those who have restricted

narrow hearing range.

As there are several new technologies embedded into this product, this will

obviously lead to presume a quite slightly high price in such way that it is still

affordable by those targeted. The estimated price is about 180$ (shipping fee is

not included).

There are some techniques utilized to optimize the clearest approach to have abroad

view over the process worked out to generate the ideas and then evaluated are as

follows:

For idea generation: Mind Map, Lotus Blossom, Attribute Listing, SCAMPER, and Force

Fitting Trigger are considered as the appropriate

For idea evaluation: Sticking Dots and Force Field Analysis

All the referred tools are best implemented and presented in details in the following

coming lines, please refer to the index to navigate.


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………………..……………………… Index ………………………………………….

.

� Executive Summary………………………………….……….……………… 2

� Introduction:……………………………………………….……..…………….4

1. Objective findings……………………………………..……………4

2. Fact Findings:……………………………………………………….4

I. The company in Brief (Profile)…………...….…………….4

II. Market Trends………………………………….....…………4

III. Competitor analysis…………………………………………5

� Market identification:……………………………………………..…..……….10

I. Demographic ……………………………..……...…………10

II. Psychographic………………………………………………10

III. Geographic ………………………………………………….10

IV. Behavioral …………………………………………………..10

V. 5W1H……………………………………….………………..11

� Problem Finding………………………………………………………..……..12

I. Laddering Technique………………………………………12

II. Concept Fan………………………………...………………14

� Idea Generation………………………………………………….…..………..16

I. Mind map ……………………………………..…………...…16

II. Lotus blossom………………………………………………..18

III. Attribute listing ……………………………………………….19

IV. SCAMPER…………………………………….………………20

V. Force Fitting Trigger…………………………………………21

� DEG09 description………………………………………………...………….23

� Idea Evalusation………………………………………………..…….……….27

I. Sticking dots (Sticking Smiley Faces)……..……....………27

II. Force Field Analysis. …………………………………………28

� The New FFA (MFFA)…………………….....………28

� The Old-fashioned FFA……………….....…...…….32

� Appendix……………………………………………………….......………….34

• Appendix (A)…………………………………………….…………….34 • Appendix (B)…………………………………………………………..36 • Appendix (C)…………………………………………………..………37 • Appendix (D)…………………………………………………………..38 • Appendix (E)…………………………………………………..………39 • Appendix (F)…………………………………………………..………40 • Appendix (G)…………………………………………………...……..42 • Appendix (H)………………………………………..…………………43 • Appendix(I)…………………………………………………………….44

� References……………………………………………………….…..………..45

I. Online Resources……………………………………………45


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II. Printed Publications…………………………...……………48

Introduction

(i) Objective Findings:

Healthcare organizations have appealed to put more affords to help deaf & hard-of-

hearing people to mix up with the other people around them whereas the mental

aspects are taken into consideration. In addition, they will be capable of attending audio

seminars and even attending school. For such noble objectives, DEG09 is believed to

be the best to serve in helping these people to be producers in the society instead of

consumers. Furthermore, it looks normal when they wear it, though they are not deaf.

Most of the Techs. imposed into this product were declared in the last few years and

DEG09 is the ultimate implementation of the whole.

For further information please look at appendix (A)

(ii) Fact Findings:

The company in brief

Ningbo Jiangdong Deluxe International Trading Co.,Ltd is one of the most experienced companies in eyeglass manufacturing in the world established in 2006 in the honor of Mr. Chongfeng Tao. The company has been famous for outputing eyewear such as Sunglasses,spectacles,optical frames, eyeglasses accessories,eyewear,reading glasses,frames,sport sunglass, fashion sunglass, contact lens case, brand sunglasses, titanium frames and rimless frames. Deluxe could make an annual revenue of 3,000,000$ over the past years with the outputting a volume of 7 to 9 hundred thousand pairs every year to many countries including middle east , eastern Asia, south Africa and north America .Deluxe has employed more than 1000 employees from different expertise which ensures it’s capability of manufacturing DEG09 new revolutionary model.

The market trends

Certainly for this type of businesses, the market trend is believed to be Bull trend in a way that Deluxe brand is well known all over the world as well as t the proposal itself is revolutionary which will eventually yield to dramatic changes in the price in the near future so this hope will encourage investors to participate, thus it’s considered affiliated with a long term primary market trend.


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i- Competitor analysis

It’s become a must to choose at least two competitive substitutes on the

purpose of gaining competitive differentiations to strengthen the product and

also it’s on the purpose of providing a broad view of the innovative products in

the same sector. There are several analysis techniques, but for this

assignment I have chosen distinguish features listing.

The three rival products have been picked out as life tone fire alarm & clock ,

2963 Direct Ear ® Set 100 - Audio Headset System and Geemarc

i-LOOP for Audio

life tone fire alarm & clock

please refer to Appendix (C)


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Features:

1. High degree of convenience to which it’s capable of awakening heavy

sleeping people.

2. It provides a hearable beeping tone at frequency less than 300Hz which

is for the significant to people with hearing loss.

3. Two years warranty is available.

4. Extra large clock display.

5. Date display is provided too.

6. Low power consumption.

Drawbacks:

1. It ONLY works with T3 alarms, which means it can’t detect the

emergency alarm if it’s not using this pattern.

For information about T3 tones plz refer to appendix (E).

2. There is no variety of tones that can be set.

3. The probability of battery loss is considered.

4. A high risk of failure.

5. The transmission between the alarm and the device is altered by the

other electrical devices fields like TV, high voltage cables and so on.

Target Market:

The most selling point for this product is presumed to be for those people with hard of

hearing only and it’s not for those who are completely deaf and geographically, for

urban regions where people can afford it like the big cities , For instance this product

can be marketed in Kuala Lampur more than what it could be for Kelantan and also it

can be targeted for humanitarian org. that care about people in need.

The product price:

The price for this product is about $139.95


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2963 Direct Ear ® Set 100 - Audio Headset System

Plz refer to the appendix(F) for more information.

Features:

1. Rechargeable battery is provided.

2. It’s packaged with a comprehensive set.

3. Wireless receiver is available.

4. Neck based earphones.

5. Compatible to direct-set100.

6. It can be used for watching TV or any other similar daily activities.

Drawbacks:

1. The receiver can be easily lost.

2. The rechargeable times is limited.

3. The deviation with temperature is significant.

4. The inconvenience of the design.

5. LED lighting is noticeable.

6. Warranty is not available.

Target Market:

Mainly this product is for those who suffer from hard of hearing people exclusively.

This product mostly targets individuals who are above fifties and it dominantly services

those who are not outgoing and it also targets the faithful people who like to attend


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houses of worship, on the other hand it’s not suitable for students because of it’s design

and look.

The price of the product:

The price is : $100

Geemarc i-LOOP for Audio

This is a product of SoundBytes company, please refer to appendix (G).

Features

1. I-loop is designed to connect freely with cell phones . 2. High quality of sound amplification. 3. It improves the sound from regular or cordless phones. 4. Compatible with T-coil equipped aids. 5. It can workwith audio devices as well, like iPods, TV and cassettplayers.

Drawbacks

1. It’s powered by AAA battery INC which has limited life time. 2. The sound control is governed by rolling knob. 3. Inconvenience due to the wiring. 4. It doesn’t utilize modern technologies like fiber optics and WiFi.


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Target market

i-loop is designed to attract users who live with loss or hard of hearing disease ,specially those with significant hearing within limits measured by human hearing frequency range less than 300Hz , it actually suits people from different layers of the society like elder people and students because this product provides the ability to attend social audio occasions.

Price

It’s about $85.95

Highlights among the three rival products

Product Name

Life_Tone fire

alarm 2963 Direct Ear @ set100 audio handset

Geemarc i-loop for audio

Features • Alerts for low battery power.

• I-loop is designed to connect freely with cell phones .

• High quality of sound amplification.

• It improves the sound from regular or cordless phones.

• Compatible with T-coil equipped aids.

• It can workwith audio devices as well, like iPods, TV and cassettplayers.

• Rechargeable battery is

provided.

• It’s packaged with a

comprehensive set.

• Wireless receiver is

available.

• Neck based earphones.

• Compatible to direct-set100.

• It can be used for watching

TV or any other similar daily

activities.

• I-loop is designed to connect freely with cell phones .

• High quality of sound amplification.

• It improves the sound from regular or cordless phones.

• Compatible with T-coil equipped aids.

• It can workwith audio devices as well, like iPods, TV and cassettplayers.

Battery 7-days battery backup Rechargeable 1.3V Alkaline battery

2 AAA NiCi Batteries

Vibration Yes No No

color white Black, gray and clay Only white

Sound quality

high Low Medium

Warranty 2 years warranty 1 year warranty 2 years international warrenty

Dimensions Dimensions: 8-1/2" L x 5" W x 4" H

Dimensions: 6-1/2" L x 1.25" W x 3.1" H

Dimensions: 5-1/2" L x 2.58" W x 3.6" H

Price $139.95 $100 $85.95


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Market identification

In order to identify the segments of the society which are targeted for DEG09 product,

several factors have been taken into account to have a broad view over the

marketplace. For instance, we study the demographical restrains of the region as well

as the psychological and behavioral trails of the people out there. Therefore, addressed

each factor individually to come up with a clear glance about each:

a) Demographic

As it’s cited in the principles of marketing text books that the demography of marketplaces and areas are classified by the gender, age , marital status , income and the population density. In that sense, DEG09 is highly recommended for those who live in urban areas as well as the rural areas regardless to their races and the different backgrounds they came from. Regarding the age, it’s limited for people at age between 16 to 48 years old. Because of the design restrictions, DEG09 in it’s current design is categorized under male eyeglasses thus it’s planned to design other models to market in female eyeglasses sector.

b) Geographic

DEG09 will be best promoted to urban regions because of their high dense of population because the chance of, finding people interested in it, is in big cities like Newyork and Tokyo whereas as country side areas have less chance to market the product.

c) Behavioral

Disabled people who are seeking to embed technologies in serving their needs are best for this product because it is the choice to fulfill their interests. DEH09 is targeting stylish people and those who like to wear eyeglasses and it also good for people who are aligned to


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formalization more than casual young adults.

d) Psychographic

For this factor DEG09 gains a significant competitive differentiation in a way that it’s design to be worn as if it’s a normal eyeglass, this provides a feeling to those who wear it such as they are normal people so people whom they are interacting won’t distinguish. For such reason DEG09 is best for those deaf people ,who feel embarrassed by their disabilities.

5W1H Technique:

5W1H = What, Who, Why, When, Where and How

What will make people interested in buying DEG09?

DEG09 has certain features that are no available in the other products as it’s been cited above in the competitive analysis and this feature is the unique design which looks as a normal eyeglass where people can not recognize that it’s a hard-of-hearing device.

Who seems to buy this product? People with hard of hearing disease, specially those who suffer from a significant hearing loss above 300Hz. At age of 16 up to 48 years old and it also targets people who are interested in attending house worship occasions. Please check appendix (I) for more information about human hearing levels.

Why this product is classified as revolutionary?

It’s been thought for the past 10 years to design a hard-of hearing device which has no distinguishing features on the one who wears it. Thus, DEG09 has achieved this feature in a way that it combines between the eyeglasses’ look and the functions of such a heath-care device.

When people can wear it? It’s very convenience to wear it whenever you want to listen to an audio speech like


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in houses of worship and in the class while listening to a lecturer and it also can be worn in daily life aspects like while walking in the street where people may need to be alert to any emergency sounds like car horn beep.

How can people wear it? DEG09 is designed to be word as if it’s an eyeglass so that the earphone speakers are attached to the back end of the arms to ensure that they are hidden.

Problem Finding

In problem finding stage we are about to obtain different perspectives regarding the

product and that is by using analytical techniques like , laddering technique which is first

used by Richards .This method provides a listing from general to more specific by

moving downwards, the second method used for problem finding is called concept fan

by Edward de Bono , concept fan is a great technique, it divides the approach of

thinking into 4 levels named purpose, directions, concepts and ideas, thus it provides a

broad view of thinking by moving among these four levels of thinking.

(i) Laddering Technique:

As it’s shown on the illustrating chart above that we moved from the general statement

which was “Products” down to more specific categories tracking our product DEG09.

Laddering technique is in deed powerful tool because of the advantage it offers of

linking the ideas to be evaluated in the following stages of this documentation.

NOTE : please turn to the next page to see the Laddering Technique diagram ☺


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(ii) Concept Fan:

Through this technique we will be capable of listing the right approach associated with

the main concepts and ideas concerning it. In that sense we use the listing approach as

follows:

These four segments are used to draw a clear guide line for the approach used to list all

ideas in accordance to their concept and all concepts to their Direction as well as all

directions to their purpose.

If we look closely to what the chart below shows we will see that DEG09 is consisted of

many ideas and concepts leading towards one noble purpose stated on the leftmost

side of the chart.Therefore, ConceptFan has done it’s job of identifying the effective

solutions to come up with the desired design which is DEG09 for this assignment.

Note: the ConceptFan chart is on the next page.


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Idea Generation:

within this stage we are going to spin thoughts together to come up with new ideas

using some techniques like MindMap, Lotus Blossom, attribute listing , SCAMPER and

force fitting trigger.

Idea generation stage is essential too, because it links all the ideas to gether in a

sequence that maybe referenced later on to justify or identify the importance of different

aspects of the product.

(i) MindMap Technique:

In this technique we are encourage to use a software to draw the branches and the

relative text tags in a way that they are all a filliated with the main purpose which is

DEG09 for this certain precious assignment.

as it’s shown on the snapshot of this mind map that each brach has it’s own sub-

branches which give more solutions and divisions of each branch and also each

brached is matched with several ideas to give a broad view over all.


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(ii) Lotus Blossom:

This technique provides a structure platform to diagnose all the input information and

process them and that is by setting them within a square surrounded by eight other

squares and then each alternatives is expressed in the same way individually, Lotus

Blossom technique was invented by Yasuo Matsumura long years ago.

Steel polish

Frame painter

Oil for joints of the frame

worldy Masculine Larger and bolder

Inductive component tech.

Spring tech.

OLED tech for display

Lens cleaning liquid

Others Tissue wiper

Dainty Frame Shape

Rimless Wireless technology

Techno-logies

Sound wave ampl-ification

Hanger case Wiping tool

Semi-rimless frame

Wild child frame

hip or retro look

Optic fibers

Antiref-lection layering

GBS for tracking

Crimson clay Pink for females

others Frame Shape

Tech. nylon Polycarb-onate

Morel

Brown Color Blue Color DEG09 Eyeglass

Frame Material

Aluminum Frame material

Nickel

Gray Black Silver Connec-tivity

Lens Material

Power Phosphor bronze

Stainless steel

trillium

Tele. Cupper wires

Miro-wave Transm-itter

WiFi Tech

Aspheric Nanotech

Trivex

Water power

Wind turbine power

Solar power energy

Electrom-agnetic com.

Conne-ctivity

Fiber Optics

Plutonite

Lens Material

Hi-Index

Nuclear power

Power Fuel cell energy N2

Satellite Com.

Light transm-ission

GPS Polycar-bonate

Plastic

Glass

Kinetic energy

Bio-energy

Liquid recharge-able batteries


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Conclusion: The items that are circled by the dark green circles are the ones taken into

consideration for manufacturing DEG09.

(iii)Attribute Listing:

Attribute listing is another idea generation technique suggested by Robert Platt

Crawford, this technique aims to address all possible features of all aspects of the

product on the purpose of spinning the alternatives owned by the product itself so that it

helps to generate new ideas regarding the product.

Power Color Others Frame

Connectivity Frame material

Water power Blue Frame painter

Masculine Light transm-ission

Stainless steel

Wind turbine power

GPS Steel polish Larger and bolder

Satellite Com.

trillium

Bio-energy Black Oil for joints of the frame

Rimless Electrom-agnetic com.

Phosphor bronze

Kinetic energy

Gray case Wild child frame

Tele. Cupper wires

Aluminum

Nuclear power

Crimson Hanger Semi-rimless frame

WiFi Tech

Nylon

Fuel cell energy N2

Yellow Lens cleaning liquid

Dainty Miro-wave Transm-itter

Polycarb-onate

Solar power energy

Black Tissue wiper worldy Optic fibers

Conclusion: we can draw a conclusion that attribute listing technique resembles Lotus

Blossom technique at very high degree of similarity. For instance, Frame material is

identified as stainless steel, Aluminum and polycarbonate, whereas it’s classified for the

same materials in Lotus Blossom and the same goes for the other features in the table.


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(iv) SCAMPER:

In fact, SCAMPER is abbreviations presented by each letter, the following table

illustrates that:

S Substitute C Combine A Adapt M Modify P Put in another use E Eliminate R Reverse

For DEG09, combine, substitute, adapt and reverse are used to generate new ideas or

to enhance existing ideas.

C: combine two desired feature to gain more satisfaction and these two features are the

sound amplification plus the sense of modernism.

S: substitute the ordinary lenses by antireflection lenses that use CVS Tech.

A: use flexible temple arms to adapt excessive strain.

R: reverse the position of the microphones to interchange between mono and stereo

sound modes.


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(v) Force Fitting Trigger:

Force Fittering Trigger technique states that three relevant images are put in order to list

a set of words for each and then to combine each three keywords to generate a new

concept regarding the product.

Human ,2001. Harvest University [Online] Available at : http://upload.wikimedia.org/wikipedia/commons/b/b8/Ear

Audiospeaker,august 9 2008. Syrious [Online] Available at : http://www.syrious.com/Cab%20images/SR15aF-600h.jpg

Listening Amplification Deafness Transmission Hard_of_hearing Power Ear disease Sound Scattering Clarity awareness electricity

After setting this table up we are supposed to make three word combinations of the

words selected from the table.


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3-word combination outcome Deafness + amplification + fashion Outgoing frame that combines the features

of sound amplification, style and deafness support.

Awareness + sound + convenience DEG09 provides a high degree of convenience to which it can warn people in case of emergency by alerting sounds.

Ear disease + power + health A new tech should be embedded which is fuel cells that don’t harm health.

Conclusion: conclusion can be drawn to the outcomes cited above are first; DEG09

should be in very convenient out looking to achieve the purpose of composing fashion

with healthcare devices. Second; DEG09 is suggested to provide the capability of

alerting people in case of emergency. Third; the conventional electric power must be

replaced by fuel nitrogen cells for health concerns.

DEG09 Description:


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Overview of DEG09:

As you can see the on the scanned picture of DEG09 that it’s consisted of different

technologies serving in making DEG09 unique and competitive to the other listed


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competitive products and that is achieved by enhancing each part of it independently

such significant affords made DEG09 to be classified as high-end product despite it’s

affordable price.

Temple Arms:

DEG09 gains it’s uniqueness by the whole of technologies housed within the temples

such as the microphones placed at the end of each temple to receive the hitting sound

waves at low frequency of 300Hz and then to process them in the sound processing

chip on the left are whereas, the data received on the right arm is transmitted to the left

arm using wireless technology.

On the closest side to the lenses there are 180degree joints put on the purpose of

straight flexible feature and that is how the temple arms are flexible up to 180 degree

and this by its turn enhances the sustainability of the product to withstand excessive

strain.

In the left arm of the frame where the nitrogen fuel batteries are placed in serial array to

keep the weight of the frame balances while it’s worn. In addition, the power plug is

placed on the back side so that it’s blocked to the person looking at the frame and it

also provides more space to decorate the frame on the outer side of it.

Lenses

For more convenience DEG09 model is associated with lenses made of Polycarbonate , Trivex or plastic and that is for the features that each material stands out from others. For instance Polycarbonate is famous for its high degree of sustainability so that it withstands any external forces trying to scratch its surface as well as Polycarbonate material is light two. On the other hand, plastic is also good but it’s quite heavier than Polycarbonate. In general, these three materials have been chosen for one significant feature which is

the compatibility with OLED which stands for organic light emitting diodes.


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For more information please refer to appendix (F)

Emergency alert feature:

One of the things supports the idea of promoting DEG09 is that it can alert hard of

hearing people with amplified warning sounds when it gets to the incidence of loud car

horn beep and so on. Furthermore, DEG09 is capable of alerting the sound of a coming

car because it’s very sensitive and it can detect the sound by filtering and amplifying it in

a way that it can recognize the sound a among the noise.

Nitrogen Fuel Cells:

This is a new technology invented to serve in micro devices and this kind of batteries

are special because it has a very short of charging which is 10 minutes at most and it’s

even faster that LAM712/13 charging kits. NFC are fed with a chemical nitrogen fuel

using specific models of chargers purchased with the product.

For more information about fuel cells please refer to Appendix (H)

DEG09 gains a new differential competitive advantage for this technology because the

Hydrogen fuel is available now in the market and affordable and it’s also conservative.

It used to be said that solar power energy is high tech but what I’m now saying is that

Hydrogen power systems are more convenience because they are packaged as the

normal batteries.

Power Level Display:


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DEG09 has been provided a high tech. feature which is using OLED so that the current

level of the electric charge stored in the battery is displayed by the OLED on the left

hand side lens.

Nose Bridge:

For DEG09, nose bridges are facilitated with sponge cover and that is to enhance the fit

And these nose bridges are designed to be curved and contacted from the top and that

is simply to avoid slipping while walking or bowing the head.

What is significant to tell is that there is no screw used to fix the nose bridges in to

provide requited flexibility of the bridges, two sponge pads are used instead of the metal

screws.

Dimensions:

The Specific Price☺☺☺☺:

Part Dimensions Lens edge angels 72 +- 0.05 deg. Lens palm angels 91+-0.05 deg. Len width 3.75 cm Lens length 9.3cm Arm length 12cm Ear hanger angel 110 +- 0.152 deg. Lens thickness 32 mm Nose bridge angel 68 +- 0.062 deg


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$180…Well, the price is slightly high and that is just because of new technologies, in

deed, this problem is handled in Idea Evaluation stage.

Idea Evaluation:

As we are going through this stage we are expected to encounter the task of evaluating

the idea of the product and we are also going to address the facts that justify why we

shall consider the idea of my worked assignment is time-worthy to read…lol

(I) Sticking dots (Sticking Smiley Faces)

Sticking dots technique is a powerful idea evaluation technique in which ways that it

provides up the ability of comparing the product with the three rival competitive

products and that is by measuring different relevant attributes in common among them,

thus it gives the product some competitive differentiations to support it .

Attributes Life tone fire

alarm

2963 direct ear

Audio handset

Geemarc i-loop

for audio DEG09

Variety ☺☺☺ ☺☺ ☺☺ ☺

Power System ☺☺ ☺☺☺☺ ☺ ☺☺☺☺☺

Features ☺☺☺☺ ☺☺ ☺☺ ☺☺☺

Technologies ☺☺ ☺☺☺ ☺ ☺☺☺

Price ☺☺ ☺☺☺ ☺ ☺☺

Design ☺☺☺ ☺☺☺☺ ☺ ☺☺☺☺☺

Reliability ☺ ☺☺ ☺☺☺ ☺☺☺☺

LEGEND

☺☺☺☺☺ Excellent ☺☺☺☺ Very Good ☺☺☺ Good ☺☺ Not Bad ☺ Poor

Conclusion :The sticking dotty table above shows that DEG09 is featured for most

attributes listed on the table except for two which are the variety and the price and to

justify that I’d say; for the variety, DEG09 is first lunch in it’s design to attract the most

critical layer of the society then to drag the rest to it ;) .For the price, DEG09 is classified

under high end products due to the nanotechnology used to manufacture it and that is

what actually makes it special and adorable.


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(II) Force Field Analysis FFA;

1. The New FFA (MFFA)

This technique enables us to look at the restricting factors and the supporting factors in

a way that we will be given a chance to evaluate the current state of the product by

checking the net total of the numbers assigned to each restricting and supporting

factors. In order to foster the relevant state of the product we are given a chance to

make suggestions regarding the factors to manipulate the degree of restriction or to

boost the degree to which the factors supporting.

NOTE ; please turn to the next page

NEW

FFA..!!


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The FFA above results imbalance in the net total and it’s indicated by minus one which

means that the restricting factors dominates the supporting factors. Therefore, in such

case, we are supposed to make some suggesting in order to enhance the imbalance of

the relevant factors and those suggestions are made as follows:

Suggestions:

1-Hydrogen is

toxic material and

it runs a high

risk.(-5)

2-fuel cells run the

risk of explosion

(-3)

3-the flexibility of

the arms maybe

altered by time(-2)

4-the price is not

affordable(-4)

5-the battery level

display minimizes

the vision(-2)

1-transparent

display on

lenses(+2)

2-very fast

recharging power

system(+5)

3-composits two

features which are

fashion and cure

for deafness(+5)

4-flexible arms(+3)

Total= -16 ��

Total= +15 ☺☺☺☺

Net Total= -1 ��


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1- Hydrogen fuel tank can be isolated by anti leakage layers to ensure the ultimate

isolation and to avoid 100% protection for the eye and skin. Therefore, the

restricting factor (1) will be assigned (-4) instead of (-5).

2- The cells house maybe replaced in the right temple arm where the temperature

don’t exceed 30 C. Thus, the relevant factor will be assigned (-2) instead of (-3).

3- To improve the sustainability of the arms I suggest to use Polycarbonate

because it provides high degree of flexibility while moderating the weight of the

product so the factor is supposed to be assigned (-1) rather than (-2)

4- It’s true that the price is high and I don’t have a satisfactory remedy to reduce it

so to maintain my honesty towards this product I shall keep it (-4) as it is( well

this might be considered as a differentiation advantage from other assignments).

5- The battery level display on the lenses could be annoying to some users

because it minimizes the extent of vision, therefore, we can change the contrast

of OLEDs to have it more transparent thus I shall assign the factor(-1) instead of

(-2).

6- I suggest to manufacture the frame of stainless steel rather than aluminium which

provides a new feature that keeps the frame shiny as if it’s still new no matter

how old it is. Stainlessness is assigned as (+1)

Working out these suggestions will yield to change conversely the net total of the

FFA ,that we have be through, at the beginning.

1-transparent

display on

lenses(+2)

2-very fast

recharging power

system(+5)

1-Hydrogen is

toxic material and

it runs a high

risk.(-5)


risk of explosion


31

Conclusion:

After implementing the

suggestions, the supporting factors

yield to be +4 points greater than

the restricting facto, which

emphasis that the idea of product is

more positively evaluated.

(III)Old-fashioned Force Field Analysis FFA:

This is the conventional Force field Analysis prototype

that we used to use in text book. In order to keep on the

track as the assignment declared I’ll represented the

same FFA that I have presented above in the

conventional FFA form and it’s as follows:

Total= -12 ��

Total= +16 ☺☺☺☺

Net Total= +4 ☺☺☺☺


32

Similarly, we make some suggestions to increase the value of the supporting factors

and reducing the negativity of the value of the restricting factors.

1- Hydrogen fuel tank can be isolated by anti leakage layers to ensure the ultimate

isolation and to avoid 100% protection for the eye and skin. Therefore, the

restricting factor (1) will be assigned (-4) instead of (-5).

2- The cells house maybe replaced in the right temple arm where the temperature

don’t exceed 30 C. Thus, the relevant factor will be assigned (-2) instead of (-3).

3- To improve the sustainability of the arms I suggest to use Polycarbonate

because it provides high degree of flexibility while moderating the weight of the

product so the factor is supposed to be assigned (-1) rather than (-2)

4- It’s true that the price is high and I don’t have a satisfactory remedy to reduce it

so to maintain my honesty towards this product I shall keep it (-4) as it is( well

this might be considered as a differentiation advantage from other assignments).

5- The battery level display on the lenses could be annoying to some users

because it minimizes the extent of vision, therefore, we can change the contrast

of OLEDs to have it more transparent thus I shall assign the factor(-1) instead of

(-2).

DEG09

1-Hydrogen is

toxic material and

it runs a high

risk.(-5)


risk of explosion

(-3)


the arms maybe

altered by time(-2)

4-the price is not

affordable(-4)

5-the battery level

display minimizes

the vision(-2)

1-transparent

display on

lenses(+2)

2-very fast

recharging power

system(+5)

3-composits two

features which are

fashion and cure

for deafness(+5)

4-flexible arms(+3)

Total: -16 Total: +15

Total: -1


33

6- I suggest to manufacture the frame of stainless steel rather than aluminium which

provides a new feature that keeps the frame shiny as if it’s still new no matter

how old it is. Stainlessness is assigned as (+1)

Now, we draw the figure again to see how far the value has been enhanced.

Note: the conclusion is on the next page.

Conclusion: As it’s been calculated in the second FFA that the total is +4 which

determines that the supporting factors are evaluated more than the restricting factors

which justifies why the product is worthy to manufacture.

Appendix (A)

Ningbo Jiangdong Deluxe Company Profile

http://deluxe.en.alibaba.com/trustpass_profile.html (Company URL)

DEG09

Supporting

factors:

1-transparent

display on

lenses(+2)

2-very fast

recharging power

system(+5)

3-composits two

features which are

fashion and cure

for deafness(+5)

4-flexible arms(+3)

5-the stainlessness

of the frame

Restricting

factors:

1-Hydrogen is

toxic material and

it runs a high

risk.(-5)


risk of explosion

(-3)


the arms maybe

altered by time(-2)

4-the price is not

affordable(-4)

5-the battery level

Total: -12 Total: +16

Total: +4


34

About the company:

(The company LOGO )

Wenzhou Deluxe Optics Co. Ltd is an experienced manufacturer of eyeglasses and

eyewear products. Our filiale Jiangdong Deluxe International Trading Co.,Ltd laceted in

NingBo.We mainly supply sunglasses, reading glasses, optical frames (both metal and

plastic frames) and polarized lenses, we can also offer such accessories as cases,

pouches, strings and display stands.

With our annual export volume worth approximately USD3,000,000, we are now

outputting between 700,000 and 900,000 pairs of eyewear annually. Priding ourselves

on the supply of quality products to our customers, all series bear European 'CE' quality

marks and America "FDA" quality standard.

Crediting our in-house design team with our ongoing success, our management team

have built up staff consciousness of quality issues. Focusing on what customers really

want, we warmly welcome new and existing clients to visit us for business cooperation.

We firmly believe that if you have an eye for quality, our products are for you.


35

Basic Information

Company Name: Ningbo Jiangdong Deluxe International Trading Co.,Ltd

Business Type: Manufacturer, Trading Company

Product/Service:

Sunglasses,spectacles,optical frames,eyeglasses

accessories,eyewear,reading glasses,frames,sport

sunglass,fashion sunglass,contact lens case,brand

sunglasses,titanium frames,rimless frames,acetate

glasses,alloy frames,magnalium

glasses,display,case,pouch,cloth

Brands: TAO, DELUXE

Number of Employees: 501 - 1000 People

Trade & Market

Main Markets:

North America

South America

Eastern Europe

Southeast Asia

Africa

Oceania

Mid East

Eastern Asia

Western Europe

Export Percentage: 91% - 100%

Trade Shows:

Paris Silmon Fair; France

Las Vegas Fair; USA

MIDO Fair; Italy

Canton Fair; China

Hong Kong Optical Fair

Factory Information

Factory Size (Sq.meters): 1,000-3,000 square meters

Factory Location: 5E Wuhua Masion,Fudong Road, Wenzhou, Zhejiang


36

Province. China

QA/QC: In House

Number of R&D Staff: 11 - 20 People

Number of QC Staff: 5 - 10 People

Contract Manufacturing: OEM Service Offered Design Service Offered Buyer Label

Offered

Appendix (B)

Harris Communication Co. profile

About Harris Communications

We want to be the one-stop source for products for Deaf and Hard of Hearing people.

Contact us with questions about products we currently offer, or if there is a product you

are interested in but cannot locate.

How we began:

Harris Communications, Inc. was established as a mail order catalog company in 1982

by Dr. Robert Harris. Dr. Harris is a member of the deaf community and began as a

local distributor of assistive devices for the deaf in the Minneapolis/St. Paul area. Since

that time, the customer base has expanded to the national and international level.

What we offer:

As the customer base has grown, so have the variety and types of products sold. The

product line currently includes over 2,000 quality products designed to help individuals

in their everyday lives, with new items continuously being considered for the catalog

and webstore.

Thank you for considering Harris Communications for communication, listening,

assisted hearing and sign language needs. Dr. Robert Harris President Online: Place orders any time, day or night, online at www.harriscomm.com for secure online shopping convenience.


37

Phone: Call in your order 8:00 AM to 5:30 PM M-F, 9:00 AM to 12:00 PM Saturdays, Central Time. Place have order information and credit card number ready when calling. Toll-Free 1-800-825-6758 Voice 1-800-825-9187 TTY Local Customers (952) 906-1180 Voice (952) 906-1198 TTY Fax Fax your order or purchase order day or night to (952) 906-1099. Remember to include your credit card number, expiration date, CVV2 (credit card security code), daytime contact phone number and signature. Mail Send your completed order form to: Harris Communications 15155 Technology Drive Eden Prairie, MN 55344

Appendix (C)

http://www.harriscomm.com/index.php/hc-lifetone.html

Lifetone HL Fire Alarm and Clock


38

Product Description

Using a patented sensor to hear your existing smoke alarm, the Lifetone HL™ Fire Alarm and Clock is designed to

awaken heavy sleepers, seniors, children and people with hearing loss (especially those with significant loss above

3000Hz). Works only with UL-approved T3 smoke alarms.

In a fire emergency, the clock alerts and awakens using a low and multiple-frequency 520Hz square-wave sound

pattern. Research shows that 95% of respondents with hearing loss woke to the square-wave alarm, 39 percentage

points better than current smoke alarms. Two year warranty.

Appendix (D)

ASSISTIVE DEVICES -> T.V. Amplifiers and/Induction Kits

2963 Direct Ear ® Set 100 - Audio Headset System


39

Description:

The Direct Ear® Set 100 - Audio Headset is designed for use while watching T.V. and in equipped theaters, houses of worship and other public facilities. The unit comes complete with Headset (Receiver), Rechargeable Battery Cat. #2965(in Headset)and Charging unit. This unit can be used to replace or add on to the Direct Ear® Set 100 Cat. #2962.

NOT COMPATIBLE WITH DIRECT EAR ® SET 250

Appendix (E)

What is a T3 smoke alarm pattern?

Otherwise known as the “three pulse” or “temporal three” pattern, the T3 sound pattern

is three half-second repetitions of the same sound separated by half-second pauses,

followed by a 1.5 second pause after the third repetition. The alarm sounds like this:

“beep beep beep pause”, “beep beep beep pause”, “beep beep beep pause”. (Note that

if your current smoke alarm does not use this pattern, it will not be compatible with

Lifetone products.) The T-3 pattern has been used as a standard acoustic pattern in

smoke alarms to indicate an immediate need to evacuate.

Click here to listen to a T3 sound pattern.


40

Appendix (F)

http://www.memebox.com/futureblogger/show/1173-oled-a-shining-light-for-the-future

5 Ways OLED Technology Will Change Your Life

October 30 2008 / by Amisampat

Category: Energy Year: 2009 Rating: 7 Hot

By Ami Sampat

OLED Technology is soon to be the brightest light in the future of energy. OLEDs (Organic Light Emitting Diode) are made up of thin layers of individual ‘light emitting’ molecules that can be ‘printed’ and layered on thin film sheets.

The quality of OLED lighting is much greater than that of a LED. It can display a wide variety of colors, which are also brighter and easier on the eyes. Its light is similar to the sunlight so rooms and offices look much more inviting and comfortable. OLEDs are not only used as lighting, but can also come in use in TVs, and the backlights of cell phones, PDAs, and computers.

Earlier we featured


41

Perhaps the most important aspect of the OLED is that it does not waste energy like the LED does. This is great in not only saving energy, but it also makes for longer battery life for cell phones, PDAs, etc. OLEDs are also very easy to use. Because of the thin film which it is made up of, it is very flexible. It can be moved around in any which direction, while also making holes in the product. More of this can be seen at a previous article posted, ‘OLED Screen so Flexible and Thin it Blows in the Wind’. This flexibility paves the way for more creative displays of lighting, rather than the simple displays of the LED. OLED technology is on its way to becoming an important part of our everyday lives’ and here are some ways how.

1) Cheap Telepresence Finally Comes of Age

Have you ever found yourself wishing that distance didn’t exist anymore? Whether it be distance between family member, significant others, and so on, why did it have to be there? Thanks to the new OLED technology, you no longer have to feel each and every mile that seperates you from a loved one. OLED displays will provide for crisper, more brighter face-to-face communication. Now you will be able to see your newborn neice who is born continents away. This OLED technology will also bring more of a personal touch when communicating. Gone are the days of e-mailing, chatting, and texting with no face on the other side. Now you will be able to see the person you are talking to, which adds more of a personal, although its done through a display system!

2) Takes Entertainment to a Whole New Level Whether it is video games or movies, an OLED display makes you feel as if you really are a part of whatever movie you are watching, or game you are playing. Also, the modulars may be cut and made with just one square or even fill up a whole wall! This leads to more enjoyable entertainment for the whole family.

3) The Digital Closet With OLED touch screen technology, you will be able to see what outfits look best on you without even trying them on! In the future of closets, closet mirrors made up of OLED modules and with a few touches on the screen, you can see your entire wardrobe. Even beter, you will see what you look like IN those outfits, to save yourself the hassle of trying on multiple different clothes before settling on the perfect outfit. If there is one particular outfit you love, you can save it in your “favorites” or even categorize your outfits by events- “Birthday Party” “Family Gathering” “Wedding” “Office Meeting” and so on! This new technology will make getting ready that much easier and more efficient!

4) The Service Field With OLED technology, things can be made much more exciting and interactive! Take for example, exercising. By implanting OLED technology onto treadmill or any other


42

exercise machine panels, you can not only work out, but enjoy it too! The OLED screen will make it possible to watch TV and movies while you are working out. This sort of technology can be applied to schools and the healthcare field as well. It can make for easier and better interaction between students and teachers, in school or college, and doctors and patients, in hospitals and doctor’s offices.

5) Products become Art One of the great advantages of the OLED is its flexibility. In the future, lighting will not just have a single purpose: brightening a room. It will also stand for something beautiful, creative, and artistic. This can be said for many other products as well. For example, the “skins” of laptops, cell phones, Ipods, etc can be replaced with OLED modules to make it more than just a smooth surface. It can be personalized with different colors and/or images to bring about the user’s personality

Appendix (G)

http://www.soundbytes.com/page/SB/CTGY/about

About SoundBytes

Company Profile

SoundBytes is a catalog, web and retail-based company that offers a wide range of hearing assistive devices to benefit anyone with a hearing loss. They carry a comprehensive selection of popular, well- designed items to assist users in conversation, on the telephone, watching television, and other daily activities. In 2004, SoundBytes became affiliated with independent living aids, LLC (ila), the United States' oldest privately held mail order company supplying products for blind and visually impaired individuals. The affiliation between ila and SoundBytes has encouraged the development of "crossover" products for individuals with both a hearing and vision loss. Recently the company has been acquired by a group headed by Irwin Schneidmill, who is now the president of the company. SoundBytes has worked to educate audiologists and other hearing professionals on the many auxiliary options available for hard of hearing individuals, especially through their H.E.A.R. (Hearing Equipment and Audio Resources) program. This program offers audiologists wholesale pricing so that they can display and stock this equipment in their offices. SoundBytes has also worked with manufacturers to provide demo and sample products for use at audiologists’ offices. SoundBytes has also introduced a number of end-user oriented programs, including a Hearing Aid Battery Club with rewards like free shipping and free batteries, and an affiliation with cellstores.com that introduced a line of accessible cell phones. They have


43

instituted an Affiliate Program, which has allowed the company to expand their presence into the deaf and hard of hearing internet communities by offering a fee for sales resulting from a link posted on an approved web site. SoundBytes has also begun a regular email-marketing program offering special deals and sales to interested parties. Hearing loss can cause feelings of isolation and depression, and, as the population ages and more people lose their hearing, SoundBytes' simple, specially adapted products can help many people communicate easily and enjoy life more!

Appendix (H)

http://en.wikipedia.org/wiki/Fuel_cell

A fuel cell is an electrochemical conversion device. It produces electricity from fuel (on the anode side) and an oxidant (on the cathode side), which react in the presence of an electrolyte. The reactants flow into the cell, and the reaction products flow out of it, while the electrolyte remains within it. Fuel cells can operate virtually continuously as long as the necessary flows are maintained.

Fuel cells are different from electrochemical cell batteries in that they consume reactant from an external source, which must be replenished [1] -- a thermodynamically open system. By contrast batteries store electrical energy chemically and hence represent a thermodynamically closed system.

Many combinations of fuel and oxidant are possible. A hydrogen cell uses hydrogen as fuel and oxygen (usually from air) as oxidant. Other fuels include hydrocarbons and alcohols. Other oxidants include chlorine and chlorine dioxide.[

In principle, a fuel cell operates like a battery. Unlike a battery, a fuel cell does not run down or require recharging. It will produce energy in the form of electricity and heat as long as fuel is supplied.

A fuel cell consists of two electrodes sandwiched around an electrolyte. Oxygen passes over one electrode and hydrogen over the other, generating electricity, water and heat.


44

Hydrogen fuel is fed into the "anode" of the fuel cell. Oxygen (or air) enters the fuel cell through the cathode. Encouraged by a catalyst, the hydrogen atom splits into a proton and an electron, which take different paths to the cathode. The proton passes through the electrolyte. The electrons create a separate current that can be utilized before they return to the cathode, to be reunited with the hydrogen and oxygen in a molecule of water.

A fuel cell system which includes a "fuel reformer" can utilize the hydrogen from any hydrocarbon fuel - from natural gas to methanol, and even gasoline. Since the fuel cell relies on chemistry and not combustion, emissions from this type of a system would still be much smaller than emissions from the cleanest fuel combustion processes.

Appendix (I)

Human hearing levels in decibels

Decibel Levels of Many Common Sounds

It is important to understand that prolonged exposure to certain kinds of sounds may cause hearing loss. The loudness of sounds is measured in decibels (dB). This chart displays the decibel level of many common sounds. Always remember to protect your ears whenever possible!

Decibel level What we hear

10 dB Normal breathing

20 dB Rustling leaves, mosquito


45

30 dB Whisper

40 dB Stream, refrigerator humming

50-60 dB Quiet office

50-65 dB Normal conversation

60-65 dB Laughter

70 dB Vacuum cleaner, hair dryer

75 dB Dishwasher

78 dB Washing machine

80 dB Garbage disposal, city traffic noise

84 dB Diesel truck

Prolonged exposure to any noise above 85 dB can cause gradual hearing loss.

70-90 dB Recreational vehicle

88 dB Subway, motorcycle

85-90 dB Lawnmower

100 dB Train, garbage truck

97 dB Newspaper press

98 dB Farm tractor

Regular exposure of more than 1 minute risks permanent hearing loss.

103 dB Jet flyover at 100 feet

105 dB Snowmobile

110 dB Jackhammer, power saw, symphony orchestra

120 dB Thunderclap, discotheque/boom box

110-125 dB Stereo

110-140 dB Rock concerts

130 dB Jet takeoff, shotgun firing

145 dB Boom cars

Source:


46

References:

Online Resources:

Alibaba , 1999 . Product Show Case [ Online ] ( updated on 4th Mar. 2009 )

Available at : http://deluxe.en.alibaba.com/

Ningo Jiangdong Deluxe International Trade Co. , Ltd

[ accessed 21 May 2009 ]

Deluxe Co., Ltd , 2009 . Company Profile [ Online]

Available at : http://deluxe.en.alibaba.com/aboutus.html#companyprofile

[Accessed 27 May 2009]

NICD National Institute on Deafness and Other Communication Disorders, 2001.

Decibel levels of many sounds [Online] SoundBytes

Available at : http://www.soundbytes.com/page/SB/CTGY/decibel-levels


Margan Erinn, 2001. Eyeglass Frame Materials [Online] ( All About Vision)

Available at : http://www.allaboutvision.com/eyeglasses/eyeglass_frame_materials.htm


Margan Erinn, 2000.Which Eyeglass Frame Would Look Best on You? [Online] ( All

About Vision)

Available at : http://www.allaboutvision.com/eyeglasses/


47


Segre Liz, 2002. Men’s Eyeglasses & Lenses [ Online ] All About Vision

Available at : http://www.allaboutvision.com/frames/men.htm

[ Accessed 18 May 2009]

All About Vision, 2003 . Lens Design [ Online] PlinerSolutions,Inc

Available at : http://www.allabouteyeglasses.com/


Sampat Ami, 30 Oct. 2008. 5 ways OLED Technology Will Change Your Life [ Online]

Future Blogger.

Available at: http://www.memebox.com/futureblogger/show/1173-oled-a-shining-light-

for-the-future

[Accessed on 25 May 2009]

Wikipedia, 23 may 2009. Fuel Cell [ Online]

Available at: http://en.wikipedia.org/wiki/Fuel_cell


The Online Fuel Cell Information Resource, 2009. Fuel Cell Basics [ Online]

Available at: http://www.fuelcells.org/basics/how.html


Creative Advantage, 2008. Growth through Performance & Innovation [Online]

Available at: http://www.business-advantage.com/articlecompanalysis.htm


48


Innovation Styles, 2007. Idea Generation Techniques [Online]

Available at: http://www.innovationstyles.com/pdfs/IdeaGenerationTechniques


Kowledge Base, 2006. Introduction to Evaluation [Online]

Available at: http://www.socialresearchmethods.net/kb/intreval.htm


Hannay Sue, 1999. Competitor Analysis [ Online]

The business advantage Group PLC.

Available at: http://www.business-advantage.com/articlecompanalysis.htm


Dr. Robert Harris, 2009 . Harris Company Profile[Online]

Available at: http://www.harriscomm.com/index.php/about-harris-communications


Sound Bytes, 2009. I-loop for Audio [Online]

Available at: http://www.soundbytes.com/page/SB/PROD/SA212


Printed Publications:

Proctor, T., 2005, Creativity Problem Solving for Managers, 2nd edition, Rutledge, New

York


49

Kotler Philip , 1996. Principles of Marketing, Seventh Edition, United states of America ,

Prentice Hall.

Higgins, J.M., 1994, 101 Creative Problem Solving Techniques, New Management

Publishing Company, Florida

…………………………. The End …………………………….

Thank You

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