Read more
Informationen zum Autor Karin Tollin is associate professor of Marketing at the Department of Marketing, Copenhagen Business School, and programme director of the MSc programme Strategic Market Creation. Her main research falls in the areas of product innovation and knowledge and brand management, with a special focus on top managers' mindsets for innovation and on marketing's role for firms' innovation capability. She has published on these issues in international books and journals. Antonella Caru is professor of Marketing at Universita Bocconi, where she is director of the MSc in Marketing Management. Her research interests are focused on services marketing and on the experiential perspective in consumption and marketing. She has also worked on various research projects in the arts and cultural marketing field. She has published on these topics in various national and international journals and books. Klappentext The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective. This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovaton processes. Structured around two key themes - 'Knowledge, Processes and Capabilities for Market Creation' and 'Co-Creation of Meaningful Experiences with Customers', this book fills an important gap in the market. Zusammenfassung The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective. This book combines the fields of marketing and innovation management, acknowledging that marketing plays an important and proactive role in radical product, brand and market innovaton processes. Structured around two key themes - 'Knowledge, Processes and Capabilities for Market Creation' and 'Co-Creation of Meaningful Experiences with Customers', this book fills an important gap in the market. Inhaltsverzeichnis IntroductionKarin Tollin and Antonella Carù* Knowledge, Processes and Capabilities for Market CreationChapter 1.From Market Research to Creativity Templates: Leveraging Tacit Knowledge for IdeationBruno Busacca, Paola Cillo and David MazurskyChapter 2.The Paradigm Funnel and Seven Brand Management ApproachesMogens Bjerre, Tilde Heding & Charlotte KnudtzenChapter 3.Creativity, Cognition and The MarketBo T. ChristensenChapter 4.Management of Innovation and Product Development: A Linear Versus a Process PerspectiveJohn K. Christiansen and Claus J. VarnesChapter 5.Reshaping Markets through Collective Marketing StrategiesFrancesca Golfetto and Diego RinalloChapter 6.Marketing's Role for Firms' Renewal and Innovation CapabilityRichard Jones and Karin TollinChapter 7.Linking Technological Innovation Creation to Supply Chain ManagementJuliana H. MikkolaChapter 8.Towards an Understanding of Markets and their CreationThomas RitterChapter 9.The Role of Unexpected Market Events in Market Creation StrategiesGabriele Troilo and Salvio VicariChapter 10.Beyond Blue Oceans - Implications of Entry Time for Actors in New MarketsMads VangkildeChapter 11.Supplying Value to Customers through Innovation: A Case Study in B2B ServicesFabrizio Zerbini Co-Creation of Meaningful Experiences with CustomersChapter 12.Co-creating Consumption Experiences: An Endless InnovationStefania Borghini and Antonella CarùChapter 13.How Perceptions of Markets Influence Knowledge Strategies on User InvolvementJohn K. Christiansen, Anne Sofie Lefévre, Claus J. Varnes, and Astrid Søndergaard WolfChapter 14.Tribal Entrepreneurship: Brand Hijack, Consumer Made and The Creative Role of CommunitiesBernard Cova * and Stefano Pace**Chapter 15.Online Communities and Market CreationNiels...
