Handbook of Research on Leadership and Creativity
Show Less

Handbook of Research on Leadership and Creativity

Edited by Michael D. Mumford and Sven Hemlin

The rapid pace of technological change and globalization of products, competition and services have conspired to place a new premium on innovation for firms across the world. Although many variables influence creativity and innovation, the effective leadership of creative teams has proved especially important. This timely Handbook presents the state of the art for what leaders must do to lead creative teams and how they should do it.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 21: Creative leadership in the marketing arena

Jeffrey B. Schmidt and Logan L. Watts

Abstract

Although the fields of marketing and leadership have historically demonstrated little cross-fertilization of ideas, concepts, and theories, this chapter proposes that these two domains have much to gain from research that attempts to integrate these rich areas. Along these lines, two promising areas of future research are proposed for investigating the leadership of creative efforts in the marketing domain –developing a market-orientation climate and managing the constraints of product, price, place, and promotion activities.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.