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.
Table of Contents
Introduction Karin Tollin and Antonella CaruKnowledge, Processes and Capabilities for Market Creation Chapter 1. From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation Bruno Busacca, Paola Cillo and David Mazursky Chapter 2. The Paradigm Funnel and Seven Brand Management Approaches Mogens Bjerre, Tilde Heding & Charlotte Knudtzen Chapter 3. Creativity, Cognition and The Market Bo T. Christensen Chapter 4. Management of Innovation and Product Development: A Linear Versus a Process Perspective John K. Christiansen and Claus J. Varnes Chapter 5. Reshaping Markets through Collective Marketing Strategies Francesca Golfetto and Diego Rinallo Chapter 6. Marketing's Role for Firms' Renewal and Innovation Capability Richard Jones and Karin Tollin Chapter 7. Linking Technological Innovation Creation to Supply Chain Management Juliana H. Mikkola Chapter 8. Towards an Understanding of Markets and their Creation Thomas Ritter Chapter 9. The Role of Unexpected Market Events in Market Creation Strategies Gabriele Troilo and Salvio Vicari Chapter 10. Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets Mads Vangkilde Chapter 11. Supplying Value to Customers through Innovation: A Case Study in B2B Services Fabrizio ZerbiniCo-Creation of Meaningful Experiences with Customers Chapter 12. Co-creating Consumption Experiences: An Endless Innovation Stefania Borghini and Antonella Caru Chapter 13. How Perceptions of Markets Influence Knowledge Strategies on User Involvement John K. Christiansen, Anne Sofie Lefevre, Claus J. Varnes, and Astrid S?ndergaard Wolf Chapter 14. Tribal Entrepreneurship: Brand Hijack, Consumer Made and The Creative Role of Communities Bernard Cova and Stefano Pace Chapter 15. Online Communities and Market Creation Niels Kornum Chapter 16. Consumer Experiences and Equity Tore Kristensen Chapter 17. Co-developing New Products with Customers Emanuela Prandelli and Gianmario Verona Chapter 18. Consumers' Participation to Market Co-Creation: The Socio-Political Effects on Minorities' Dialectic Identity Stefano Podesta and Luca M. Visconti