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Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu, Director of Education, Department of Marketing, University of Birmingham, UK
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.
Extent: 264 pp
Hardback Price: $175.00 Web: $157.50
Publication Date: 2017
ISBN: 978 0 85793 794 0
Availability: In Stock
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  • Business and Management
  • Marketing
  • Organisational Innovation
  • Innovation and Technology
  • Organisational Innovation
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.
‘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

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

Contents:

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