TY - GEN
T1 - Creativity, Innovation and Decision-Making in Marketing
AU - Moll de Alba Mendoza, I.
AU - Montaña Matosas, J.
PY - 2025/1
Y1 - 2025/1
N2 - This paper synthesizes existing literature and empirical evidence to elucidate the multifaceted nature of marketing innovation, emphasizing its iterative nature and encompassing processes ranging from ideation to commercialization. By incorporating insights from scholars like Grimpe, Sofka, Bhargava, and Chatterjee, we address the prevalent confusion surrounding marketing innovation, providing clarity on its antecedents and consequences.
AB - This paper synthesizes existing literature and empirical evidence to elucidate the multifaceted nature of marketing innovation, emphasizing its iterative nature and encompassing processes ranging from ideation to commercialization. By incorporating insights from scholars like Grimpe, Sofka, Bhargava, and Chatterjee, we address the prevalent confusion surrounding marketing innovation, providing clarity on its antecedents and consequences.
UR - https://link.springer.com/chapter/10.1007/978-3-031-78238-1_4
M3 - Conference contribution
VL - 14778
T3 - Lecture Notes in Computer Science
SP - 40
EP - 49
BT - Decision Sciences
ER -