Description
Book SynopsisThis 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.
Trade Review'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
Table of ContentsContents: Introduction Eric Shiu 1. What is innovation? Søren Harnow Klausen 2. Product design innovation – Trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective Eric Shiu 3. Innovation performance in service industries – unlocking the intricate effects of strategic orientations and the business model Colin Cheng 4. Organizing for creativity Farida Rasulzada 5. Four Decades of Engaging Customers in Product Innovation Mai Khanh Tran 6. Developing a Conceptual Model of the Impacts of Electronic Word-of-mouth on Innovation Adoption Yingying Qian 7. Cultural influences on innovation resistance: A conceptual framework Nasir Salari 8. The influence of personality on creativity Eva Hoff and Ingegerd Carlsson 9. Chan/Zen of Creativity Management Ai-Girl Tan 10. Creativity in Advertisement: How Advertisements Strike People - A Critical Discussion of the Role of Original Ideas and Background Music Alessandro Antonietti and Barbara Colombo Concluding remarks Eric Shiu Index
