At its heart this book is about innovation and the innovation
process. On the way, it considers aesthetics, design, creativity
and the creative industries, and a number of other similar topics.
Much of the existing economic literature on innovation has taken a
particularly technological or functional viewpoint as to what sort
of new products and processes are to be considered innovations. One
of the key points that this book highlights is that there is a type
of innovation, here labelled 'soft innovation', primarily concerned
with changes in products (and perhaps processes) of an aesthetic or
intellectual nature, that has largely been ignored in the study of
innovation prevalent in economics. Examples of innovations that, as
a result of this refocusing, are here placed at the centre of the
analysis include: the writing and publishing of a new book, the
writing, production, and launching of a new movie, the development
and launch of a new advertising promotion, the design and
production of a new range of furniture, and architectural activity
in the generation of new built form designs. The realisation of the
existence of soft innovation means that, not only is innovation
more widespread than previously considered, but that it may also
take a different form than commonly considered.
Soft Innovation addresses key issues such as:
* The measurement of the rate and extent of soft innovation,
* The determinants of the rate and direction of soft innovation and
its diffusion,
* The impacts of soft innovation and diffusion upon outputs,
productivity, employment, firm performance, trade, and economic
welfare,
* Policy, considering whether there is a rationale for government
intervention in the soft innovation generation and diffusion
processes, and if so what instruments can be used in such
intervention?
Soft Innovation breaks new ground in the study of innovation, and
will be key reading for academics and researchers of Innovation,
Marketing, and Design, as well as consultants, practitioners, and
policy-makers concerned with the creative industries.
General
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