Creativity in Marketing - a lost cause or new possibilities

Lynch, J. 2014. Creativity in Marketing - a lost cause or new possibilities. 47th Academy Of Marketing Conference. Bournemouth 07 - 10 Jul 2014 Academy of Marketing.

TitleCreativity in Marketing - a lost cause or new possibilities
AuthorsLynch, J.
TypeConference paper
Abstract

Creativity literature has mainly focused on the individual and ignored the effect on organisations to a large extent. Interest in creativity research in the marketing and management field has been growing, especially in the last few years which reflects the fact that creativity is written about continuously in the press and is seen as a necessity to build competitive advantage especially in times of economic downturn.
Many studies are either conceptual or have been carried out in lab settings. Few studies were carried out in organisations using employees or took account of the impact of the organizational context on creative acts (Ford 1995).
This paper briefly reviews the influential theoretical frameworks which have influenced research in the field of organisational creativity and outlines some of the unanswered questions in terms of construct development, levels of analysis and model development.
To date only a handful of empirical studies on creativity in the marketing literature have been reported. These are appraised and serve as possibilities for future research directions.

KeywordsMarketing creativity, Organisational creativity, Marketing strategy
Year2014
Conference47th Academy Of Marketing Conference
PublisherAcademy of Marketing
Accepted author manuscript
Web address (URL) of conference proceedingshttps://marketing.conference-services.net/programme.asp?conferenceID=4002&language=en-uk
Web address (URL)https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0237_paper.pdf

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