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Strategic Market Creation. A New Perspective on Marketing and Innovation Management

  • ID: 2244163
  • July 2008
  • 464 Pages
  • John Wiley and Sons Ltd

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.

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About the Authors.

Introduction and Overview of Strategic Market Creation.

Part I: Knowledge, Processes, and Capabilities for Market Creation.

1 From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation (Bruno Busacca, Paola Cillo, and David Mazursky).

2 Using the Dynamic Paradigm Funnel to Analyse Brand Management (Mogens Bjerre, Tilde Heding, and Charlotte Knudtzen).

3 Creativity, Cognition, and the Market (Bo T. Christensen).

4 Management of Innovation and Product Development: a Linear Versus a Process Perspective (John K. Christiansen and Claus J. Varnes).

5 Reshaping Markets through Collective Marketing Strategies: Lesson from the Textile Industry (Francesca Golfetto and Diego Rinallo).

6 Marketing's role for Firms' Renewal and Innovation Capability (Richard Jones and Karin Tollin).

7 Linking Technological Innovation Creation to Supply Chain Management (Juliana Hsuan-Mikkola).

8 A New Understanding of Market Creation: How CUBEical Thinking Uncovers Competitive Arenas within Markets (Henrik Andersen and Thomas Ritter).

9 The Role of Unexpected Market Events in Market Creation Strategies (Gabriele Troilo and Salvio Vicari).

10 Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets (Mads Vangkilde).

11 Supplying Value to Customers through Innovation in B2B Services (Fabrizio Zerbini)

Part II: Co-creation of Meaningful Experiences with Customers.

12 Co-creating consumption Experiences: an Endless Innovation (Stefania Borghini and Antonella Carù).

13 How Market Perceptions Influence Knowledge Strategies on User Involvement (John K. Christiansen, Anne Sofie Lefèvre, Claus J. Varnes, and Astrid S. Wolf).

14 Tribal Entrepreneurship: "Consumer Made" and creative Communities as Market Makers (Bernard Cova and Stefano Pace).

15 Three Types of Firm-related Online Communities (Niels Kornum).

16 Co-developing New Products with Customers (Emanuela Prandelli and Gianmario Verona).

17 Consumers' Participation in Market Co-creation: How Gay Consumers Impact on Marketing Strategies through Consumer Society (Stefano Podesta and Luca M. Visconti).


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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.

Note: Product cover images may vary from those shown
Note: Product cover images may vary from those shown


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