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ABSTRACT Purpose: This study aims to investigate the effect of product creativit y 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 i s applied to evaluate the creativity of 32 new food products of ‘H’ food company in Korea. Effects of product creativity on the financial perform-ance are analyzed using t-test and logistic regression analysis . In order to examine the applicability of SIT(Systematic Inventive Thinking) for the new product developm ent 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 hi gher 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 Inve ntive Thinking

The Effect of SIT in the Development of Creative New Food Products - Focusing on the New Products of 'H' Company -