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
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