Abstract

There is little doubt that creativity and innovation are important drivers of economic welfare and growth in contemporary societies (e.g. Abernathy & Clark, 1985; Glaveanu, 2011; Hennessy & Amabile, 2010). Markets and technologies undergo rapid transformations and often change what rallies around them in radical ways (e.g. Chandy & Tellis, 2000; Christensen, 1997, 2006; Hamel & Prahalad, 1991; Tushman & Anderson, 1986). Though discovery hardly seems to be implementable as a predictable and repeatable process, being creative and innovative has become an imperative for organizations in most domains (Dougherty, 1992). Especially high-technology markets, in which established market boundaries are dissolving, currently face a multitude of disruptive changes.

Keywords

Marketing Assure Assimilation Alba Clarification 

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  • Martin Hewing
    • 1
  1. 1.Universität PotsdamPotsdamDeutschland

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