Kumar, Nishant; Yakhlef, Ali; Nordin, Fredrik - In: Journal of Business & Industrial Marketing 34 (2019) 3, pp. 643-650
Purpose: Previous studies on innovation tend to view innovation as consisting of a creative phase of novel and useful ideas, and a non-creative, or at least a less creative phase, as this considered to be the mere implementation and validation of the initially created ideas. In contrast, this...