Strategic Market Creation

Introduction
 
Karin Tollin and Antonella Carù* Knowledge, Processes and Capabilities for Market Creation
 
Chapter 1.
 
From Market Research to Creativity Templates: Leveraging Tacit Knowledge for Ideation
 
Bruno Busacca, Paola Cillo and David Mazursky
 
Chapter 2.
 
The Paradigm Funnel and Seven Brand Management Approaches
 
Mogens Bjerre, Tilde Heding & Charlotte Knudtzen
 
Chapter 3.
 
Creativity, Cognition and The Market
 
Bo T. Christensen
 
Chapter 4.
 
Management of Innovation and Product Development: A Linear Versus a Process Perspective
 
John K. Christiansen and Claus J. Varnes
 
Chapter 5.
 
Reshaping Markets through Collective Marketing Strategies
 
Francesca Golfetto and Diego Rinallo
 
Chapter 6.
 
Marketing's Role for Firms' Renewal and Innovation Capability
 
Richard Jones and Karin Tollin
 
Chapter 7.
 
Linking Technological Innovation Creation to Supply Chain Management
 
Juliana H. Mikkola
 
Chapter 8.
 
Towards an Understanding of Markets and their Creation
 
Thomas Ritter
 
Chapter 9.
 
The Role of Unexpected Market Events in Market Creation Strategies
 
Gabriele Troilo and Salvio Vicari
 
Chapter 10.
 
Beyond Blue Oceans - Implications of Entry Time for Actors in New Markets
 
Mads Vangkilde
 
Chapter 11.
 
Supplying Value to Customers through Innovation: A Case Study in B2B Services
 
Fabrizio Zerbini Co-Creation of Meaningful Experiences with Customers
 
Chapter 12.
 
Co-creating Consumption Experiences: An Endless Innovation
 
Stefania Borghini and Antonella Carù
 
Chapter 13.
 
How Perceptions of Markets Influence Knowledge Strategies on User Involvement
 
John K. Christiansen, Anne Sofie Lefévre, Claus J. Varnes, and Astrid Søndergaard Wolf
 
Chapter

Karin Tollin is associate professor of Marketing at the Department of Marketing, Copenhagen Business School, and programme director of the MSc programme Strategic Market Creation. Her main research falls in the areas of product innovation and knowledge and brand management, with a special focus on top managers mindsets for innovation and on marketing s role for firms innovation capability. She has published on these issues in international books and journals.
Antonella Caru is professor of Marketing at Universita Bocconi, where she is director of the MSc in Marketing Management. Her research interests are focused on services marketing and on the experiential perspective in consumption and marketing. She has also worked on various research projects in the arts and cultural marketing field. She has published on these topics in various national and international journals and books.