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Innovation in Marketing, Volume 23 in the Review of Marketing Research series, brings together a diverse set of scholarly contributions that advance theoretical understanding of innovation in marketing. Grounded in the view that innovation involves the creation and implementation of new offerings and practices, the volume explores how meaningful changes in design, distribution, promotion, and pricing reshape markets. The chapters are organized to reflect the multifaceted nature of marketing innovation to offer a comprehensive and timely exploration of marketing innovation’s many dimensions.
Mark Peterson is a Professor of Marketing and Sustainable Business Practices at the University of Wyoming’s College of Business, USA. His research focuses on sustainability, macromarketing, international marketing, and consumer behaviour. He has published more than 60 refereed journal articles in leading outlets including the Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Public Policy & Marketing, and Journal of Macromarketing, where he also served as editor from 2016–2019.
Part I. Conceptual Views – Innovation and Product Innovation
Chapter 1. Innovation in Marketing: Marketing Innovation and More; Kenneth B. Kahn and Mayoor Mohan
Chapter 2. Beyond Newness: Redefining Product Innovativeness for Greater Empirical Consistency; Viktoria Mayr, Jan Millemann, and Ed Njissen
Part II. Macro Views of Innovation
Chapter 3. How Do Structural Factors of Innovativeness Affect the Value of the Brands?; Ahmet Ekici, Şule Önsel Ekici, and Özay Özaydın
Chapter 4. Towards a New Theoretical Framing of AI-Driven Marketing Innovation Ecosystems; Maria Petrescu
Part III. Meso Views – Innovation in Organizations
Chapter 5. Experimenting in New Markets: A Capability-Based Perspective on Internal Corporate Venturing Program Performance; Katrina M. Brownell, Zahra Karami, Mina Khosravani, Ronn J. Smith, and Jeffrey G. Covin
Chapter 6. Entrepreneurial Marketing and New Product/Service Development: A Systematic Review; Wesley Friske and Stern Neill
Chapter 7. Explaining Intentions to Change Exporting for Small and Medium-Sized Enterprises; Travis Simkins and Matin Harandizadeh
Chapter 8. Aligning the Rogers Diffusion of Innovation Model to Government Emergency Management Contexts: The Need for Consumer-Producer Cooperative Adaptation; Shawn Enriques
Part IV. Micro Views – Consumer Perspectives of Innovation
Chapter 9. The Innovation Echo Chamber: A Longitudinal Analysis of Seller Signals, Consumer Perceptions, and Product Success in E-Commerce (1996-2023); Sinu Thirukketheeswaran, Abira Suthakaran, and Marc Kuhn
Chapter 10. Consumers’ Cognitive Processing of Blockchain Adoption; Cristian Sepulveda