Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK

• Contents:IntroductionEric Shiu1. What is innovation?Søren Harnow Klausen2. Product design innovation – Trade-off decisions on functionality, aesthetics and sustainability from the consumer perspectiveEric Shiu3. Innovation performance in service industries – unlocking the intricate effects of strategic orientations and the business modelColin Cheng4. Organizing for creativityFarida Rasulzada5. Four Decades of Engaging Customers in Product InnovationMai Khanh Tran6. Developing a Conceptual Model of the Impacts of Electronic Word-of-mouth on Innovation Adoption Yingying Qian7. Cultural influences on innovation resistance: A conceptual frameworkNasir Salari8. The influence of personality on creativityEva Hoff and Ingegerd Carlsson9. Chan/Zen of Creativity ManagementAi-Girl Tan10. Creativity in Advertisement: How Advertisements Strike People - A Critical Discussion of the Role of Original Ideas and Background MusicAlessandro Antonietti and Barbara ColomboConcluding remarksEric ShiuIndex

'The originality of this Handbook is in exploring conceptual and practical links between creativity and innovation at micro and macro level. The contributors take a multi-disciplinary approach to generate new insights into the meaning of innovation and creativity, and the integration of the concepts, that will stimulate academics and professionals engaged in marketing research.'--John Dawson, Universities of Edinburgh and Stirling, UK'This book contains a contemporary and important collection of the most recent research from a multinational team of innovation and creativity scholars. The focus of the articles, mixing creativity and innovation with relevance to marketing management, puts this new book in a unique position.'--Per Kristensson, Karlstad University, Sweden