Facilitating and Rewarding Creativity During New Product Development

In an effort to improve creativity in the new product development process, many firms offer incentive programs, creativity training programs, or both. However, creativity continues to be a construct that is not well understood in marketing, and little research has examined the joint influence of suc...

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Veröffentlicht in:	Journal of marketing 2011-07, Vol.75 (4), p.53-67
Hauptverfasser:	Burroughs, James E., Dahl, Darren W., Moreau, C. Page, Chattopadhyay, Amitava, Gorn, Gerald J.
Format:	Artikel
Sprache:	eng
Schlagworte:	Business innovation Creativity Ideation Incentives Marketing Motivation Motivation research Older adults Product design Product development Product innovation Qualitative research Training
Online-Zugang:	Volltext
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