Sök

How Innovation Impacts Artistic Creativity – Managing Innovation in the Creative Sector

PublikationBokkapitel
Christina Öberg, Företagandets villkor, Innovation, Kreativitet, Teknologi

Sammanfattning

This paper describes and discusses how innovation impacts creativity in the advertising sector. It points to the double meaning of creativity — as innovativeness and as artistic skills — and indicates a tension between the two. Empirical illustrations consist of two case studies from the advertising sector. These point to how innovations (in terms of adaptation of new technology) negatively impact artistic creativity. Contextual factors creating a need for new technology did have an impact, and meant that companies became increasingly competitive and roles became unclear. On the company level, innovation caused knowledge gaps, increased formalization, and expanded the division of work. Contribution is made to research on the management of creativity by suggesting how innovation impacts artistic creativity. Furthermore, the discussion on company level creativity contributes to research on the advertising sector, since the literature has foremost discussed creative processes of individual campaigns.

Öberg, C. (2017). How Innovation Impacts Artistic Creativity – Managing Innovation in the Creative Sector. In A. Brem, R. Puente-Diaz, & M. Agogué (Eds.), The Role of Creativity in the Management of Innovation: State of the Art and Future Research Outlook. Vol. 27. Series in Technology Management (pp. 73-95). DOI: 10.1142/9781786342010_0004

Baserat på innehåll

Open marketing – Conceptualizing external parties’ strategic marketing activities
Article (with peer review)Publikation
Öberg, C.
Publiceringsår

2020

Sammanfattning

Open marketing as conceptualized in this paper refers to how external parties take part in strategic, integrative marketing activities. To distinguish this more recent trend in marketing from traditional meanings of marketing, the paper provides a typology on roles and role keepers in marketing. Four types of roles and role keepers are outlined: marketing as 1) solely being performed by actors in the supplier company communicating offerings, 2) an activity shared among functions of the supplier company, 3) external parties communicating offerings, and 4) external parties contributing to strategic marketing. Using the concept of ‘roles’ in marketing helps to structure activities and actors – or roles and role keepers – and provides a basis for understanding that marketing results from what is done, not merely from who performs it. The paper underlines how new ways of conducting business also have implications for a company’s marketing beyond its borders.

Open marketing – Conceptualizing external parties’ strategic marketing activities
Artikel (med peer review)Publikation
Öberg, C.
Publiceringsår

2020

Sammanfattning

Open marketing as conceptualized in this paper refers to how external parties take part in strategic, integrative marketing activities. To distinguish this more recent trend in marketing from traditional meanings of marketing, the paper provides a typology on roles and role keepers in marketing. Four types of roles and role keepers are outlined: marketing as 1) solely being performed by actors in the supplier company communicating offerings, 2) an activity shared among functions of the supplier company, 3) external parties communicating offerings, and 4) external parties contributing to strategic marketing. Using the concept of ‘roles’ in marketing helps to structure activities and actors – or roles and role keepers – and provides a basis for understanding that marketing results from what is done, not merely from who performs it. The paper underlines how new ways of conducting business also have implications for a company’s marketing beyond its borders.

Disruptive and paradoxical roles in the sharing economies
Article (with peer review)Publikation
Öberg, C.
Publiceringsår

2021

Sammanfattning

The sharing economy could be said to disrupt who does what in exchanges. This paper categorises the roles played by users, providers, and platforms in different interpretations of the sharing economy. It asks: What different roles do the users, providers, and platforms play in the sharing economy? And: How do the roles differ in various interpretations of the sharing economy? The paper classifies the different interpretations based on their market/non-market logic and concludes that roles are more extensive for users and providers in non-market logic interpretations, while market logic suggests that the platform acts more roles. The user is, despite the peer-to-peer connotation of the sharing economy, often quite passive. Contributions are made to the emerging literature on the sharing economy through highlighting its many different interpretations, where roles help to systematise these. The paper furthermore contributes to the literature on roles through highlighting them as transitory and expanding beyond expectations related to digitalisation. Practically, the systematisation of roles helps to navigate among various business model designs and makes informed decisions when launching platforms in the sharing economy. Additionally, the focus on roles raises important questions on risk sharing, resource provisions, and the creation of value for each participating party.

Visa fler

Ratio är ett fristående forskningsinstitut som forskar om hur företagandets villkor kan utvecklas och förbättras.

Sveavägen 59 4trp

Box 3203

103 64 Stockholm

Postgiro: 382621-1

|

Bankgiro: 512-6578