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Full-Text Articles in Business
The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger
The Wheel Of Engagement: Exploring The Connection Between The Brand/Target Relationship, Brain Physiology, Human Psychology And The Laws Of Marketing In An Ever-Changing World., Daniel S. Greenberger
Creativity and Change Leadership Graduate Student Master's Projects
What happens when the sciences of brain physiology, human psychology and marketing collide with the science of creativity? Could this generate a massive impact leading to the Holy Grail of marketing—a rare insight into the code for building strong brand/customer relationships? As a veteran copywriter and creative director in the ad industry, my tools for gaining customer insight were limited to traditional research and strategy methodologies such as focus groups, interviews and surveys, and to my gut instincts. Once introduced to the science of creativity, I became curious about certain connections to human behavior—specifically connections between the physiology of the …
The Art And Science Of Discontinuous Innovation: A Case Study In Product Reinvention, Daniel C. Smoot
The Art And Science Of Discontinuous Innovation: A Case Study In Product Reinvention, Daniel C. Smoot
Theses and Dissertations
Divergence of new and old technologies is a source of tremendous innovation potential. As the dizzying pace of technological innovation accelerates indefinitely into tomorrow, not only do new paths diverge exponentially; doors already opened are increasingly abandoned for the allure of things undiscovered. Mature, late-stage life-cycle products left behind in today's fast-paced world open the floodgates to reinvention. This paper tests the hypothesis that innovativeness can be encouraged through the learning and application of universal innovation principles and processes. The implications of this research area are far-reaching. If innovation can be encouraged, then it can likely be taught. If it …