TRIZ and the difficulties in marketing management applications

In the context of globalization and the hard competition it results in, companies do their at most in order to stay competitive, maintain and increase their market parts. Innovation is proven to be the best and surest strategy to carry out these objectives. TRIZ, theory of solving inventive problems, is a powerful creative tool for systematically generating innovative ideas and efficient solutions. TRIZ proved itself for solving scientific and technological problems, and much effort has been concentrated in extending TRIZ to other fields, especially no-technological. Several TRIZ tools are considered to be equally effective in addressing no-technological problems. A good example is the 40 Inventive Principles which were applied in many areas, such as marketing and management. In this paper, we make a critical analysis of these translations by carrying out a case study of the most important marketing problem, and highlight some of the errors made by translators and especially common sources of errors when applying a badly translated principle.