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Marketing and innovation management : an integrated perspective

Ofek, Elie; Toubia, Olivier - 2009

Persistent link: https://www.econbiz.de/10008652394

Improving online idea generation platforms and customizing the task structure on the basis of consumers' domain-specific knowledge

Luo, Lan; Toubia, Olivier - In: Journal of marketing 79 (2015) 5, pp. 100-114

Persistent link: https://www.econbiz.de/10011372418

Idea generation, creativity, and prototypicality

Toubia, Olivier; Netzer, Oded - In: Marketing science : the marketing journal of the … 36 (2017) 1, pp. 1-20

Persistent link: https://www.econbiz.de/10011645742

Marketing and Innovation Management: An Integrated Perspective

Ofek, Elie; Toubia, Olivier - In: Foundations and Trends(R) in Marketing 4 (2010) 2, pp. 77-128

The relevance and importance of marketing in innovation management has been questioned in recent years. Marketing has been blamed directly or indirectly for poor returns on investment in innovation, and marketing models of the diffusion of innovations have not been widely adopted. In this...

Persistent link: https://www.econbiz.de/10010693761

Lower connectivity is better : the effects of network structure on redundancy of ideas and customer innovativeness in interdependent ideation tasks

Stephen, Andrew T.; Zubcsek, Peter Pal; Goldenberg, Jacob - In: Journal of marketing research : JMR 53 (2016) 2, pp. 263-279

Persistent link: https://www.econbiz.de/10011485347

The past, present, and future of innovation research

Lee, Byung Cheol; Moorman, Christine; Moreau, C. Page; … - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 187-198

Persistent link: https://www.econbiz.de/10012301445