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.
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.
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.
Inhaltsangabe
Introduction Karin Tollin and Antonella Carù* Knowledge, 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 Zerbini Co-Creation of Meaningful Experiences with Customers Chapter 12. Co-creating Consumption Experiences: An Endless Innovation Stefania Borghini and Antonella Carù Chapter 13. How Perceptions of Markets Influence Knowledge Strategies on User Involvement John K. Christiansen, Anne Sofie Lefévre, Claus J. Varnes, and Astrid Søndergaard 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 Podestà and Luca M. Visconti
Introduction Karin Tollin and Antonella Carù* Knowledge, 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 Zerbini Co-Creation of Meaningful Experiences with Customers Chapter 12. Co-creating Consumption Experiences: An Endless Innovation Stefania Borghini and Antonella Carù Chapter 13. How Perceptions of Markets Influence Knowledge Strategies on User Involvement John K. Christiansen, Anne Sofie Lefévre, Claus J. Varnes, and Astrid Søndergaard 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 Podestà and Luca M. Visconti
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