Realizing new business opportunities by co-creating innovative new products, services and brands with end users has become a central issue for business research. Strategic Market Creation is written by researchers in marketing and innovation management from Copenhagen Business School and Bocconi University in Milan. All the chapters have a common aim - to encourage the reader to take part in creating new knowledge on marketing and innovation management.
Divided into two sections, the first deals with knowledge, processes and capabilities for market creation. In the second part, the issue of co-creation with end users is examined through the various roles that companies and customers can play in the creation of new meaningful experiences.
Strategic Market Creation is written from a marketing perspective, but takes account of other disciplines such as operation and technology management. There is an ever increasing need in marketing to consider both internal and external aspects of innovation management, technology and market issues concerning innovation.
Strategic Market Creation includes case studies, new research findings and ideas for further research. It is a valuable resource for lectures and essential reading for students that are studying marketing and innovation management at an advanced level. For managers engaged with marketing and innovation in the industry, the book contains new and valuable ideas and insights about various issues related to market creation.
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Table of Contents
About the Authors ix
Introduction and Overview of Strategic Market Creation xv
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 David Mazursky 3
2 Using the Dynamic Paradigm Funnel to Analyse Brand Management Mogens Bjerre Tilde Heding Charlotte Knudtzen 27
3 Creativity, Cognition, and the Market Bo T. Christensen 48
4 Management of Innovation and Product Development: a Linear Versus a Process Perspective John K. Christiansen Claus J. Varnes 71
5 Reshaping Markets through Collective Marketing Strategies: Lesson from the Textile Industry Francesca Golfetto Diego Rinallo 97
6 Marketing's Role for Firms' Renewal and Innovation Capability Richard Jones Karin Tollin 124
7 Linking Technological Innovation Creation to Supply Chain Management Juliana Hsuan-Mikkola 158
8 A New Understanding of Market Creation: How CUBEical Thinking Uncovers Competitive Arenas within Markets Henrik Andersen Thomas Ritter 172
9 The Role of Unexpected Market Events in Market Creation Strategies Gabriele Troilo Salvio Vicari 187
10 Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets Mads Vangkilde 210
11 Supplying Value to Customers through Innovation in B2B Services Fabrizio Zerbini 229
Part II Co-creation of Meaningful Experiences with Customers
12 Co-creating Consumption Experiences: an Endless Innovation Stefania Borghini Antonella Carù 257
13 How Market Perceptions Influence Knowledge Strategies on user Involvement John K. Christiansen Anne Sofie Lefèvre Claus J. Varnes Astrid S. Wolf 285
14 Tribal Entrepreneurship: "Consumer Made" and Creative Communities as Market Makers Bernard Cova Stefano Pace 313
15 Three Types of Firm-related Online Communities Niels Kornum 337
16 Co-developing New Products with Customers Emanuela Prandelli Gianmario Verona 362
17 Consumers' Participation in Market Co-creation: How Gay Consumers Impact on Marketing Strategies through Consumer Society Stefano Podestà Luca M. Visconti 389