Research Handbook of Innovation and Creativity for Marketing Management
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Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
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Concluding remarks

Eric Shiu

Extract

Concluding remarks Eric Shiu Innovation is the buzzword in today’s business. It is widely regarded as key to driving economic performance and achieving tomorrow’s competitive advantages (Tushman and Nadler 1986; Hana 2013). But what is ­innovation...

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