Research Handbook of Innovation and Creativity for Marketing Management

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.

Table of Contents

Chapter 1 What Is Innovation?
Chapter 2 Product Design Innovation: Trade-Off Decisions On Functionality, Aesthetics And Sustainability From The Consumer Perspective
Chapter 3 Innovation Performance In Service Industries: Unlocking The Intricate Effects Of Strategic Orientations And The Business Model
Chapter 4 Organizing For Creativity
Chapter 5 Four Decades Of Engaging Customers In Product Innovation
Chapter 6 Developing A Conceptual Model Of The Impacts Of Electronic Word-Of-Mouth On Innovation Adoption
Chapter 7 Cultural Influences On Innovation Resistance: A Conceptual Framework
Chapter 8 The Influence Of Personality On Creativity
Chapter 9 Chan/Zen Of Creativity Management
Chapter 10 Creativity In Advertisement: How Advertisements Strike People – A Critical Discussion Of The Role Of Original Ideas And Background Music