Del i serien Research Handbooks in Business and Management series

Research Handbook of Innovation and Creativity for Marketing Management

Häftad, Engelska, 2018

889 kr

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This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book. Incorporating global research conducted by scholars based all over the world, this book covers various aspects of innovation and creativity, discussing the concepts themselves as well as adopting both a company and consumer perspective. Standout topics discussed in this Handbook include product and service innovation, organizing for innovation, co-innovation, and the impacts of culture on innovation as well as the impacts of personality, the impacts of zen, and the applications of creativity in management and marketing. Eric Shiu presents an integrated discussion of both disciplines, which will inevitably lead to early-stage frameworks of knowledge, new research ideas, and a more holistic understanding of innovation and creativity combined.This Handbook targets readers who are interested in innovation and creativity in general as well as those interested in how the topics apply to marketing management. Business and management students as well as scholars who are researching, teaching or studying a subject that relates to innovation or creativity will be of interest.Contributors: A. Antonietti, I. Carlsson, C. Cheng, B. Colombo, S. Harnow Klausen, E. Hoff, Y. Qian, F. Rasulzada, N. Salari, E. Shiu, A-.G. Tan, M.K. Tran

Produktinformation

Utgivningsdatum2018-10-26
Mått156 x 234 x undefined mm
FormatHäftad
SpråkEngelska
SerieResearch Handbooks in Business and Management series
FörlagEdward Elgar Publishing Ltd
ISBN9781786434982

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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