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The combinatorial innovation perspectives on designing social marketing programs

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  • Viorel Mihaila

    (University of Bucharest, Faculty of Business and Administration, Romania)

Abstract

Hal Varian’s concept of “combinatorial innovation” underlined the ascend of a new period of a tremendous burst of innovation. Now we can quickly and conveniently combine different Internetbased components, which are all bits, to create entirely new products and services, available for everyone. The mushrooming of nudging logic based initiatives all over the world, open the room for a new discussion - to what extent the intended target audiences of nudging initiatives will participate in co-generating of the new policies and campaigns, based on the employment of the combinatorial innovation?

Suggested Citation

  • Viorel Mihaila, 2017. "The combinatorial innovation perspectives on designing social marketing programs," Manager Journal, Faculty of Business and Administration, University of Bucharest, vol. 25(1), pages 185-194, May.
    • Handle: RePEc:but:manage:v:25:y:2017:i:1:p:185-194
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    References listed on IDEAS

    as
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    2. Giada Di Stefano & Alfonso Gambardella & Gianmario Verona, 2012. "Technology Push and Demand Pull Perspectives in Innovation Studies: Current Findings and Future Research Directions," Post-Print hal-00696607, HAL.
    3. Di Stefano, Giada & Gambardella, Alfonso & Verona, Gianmario, 2012. "Technology push and demand pull perspectives in innovation studies: Current findings and future research directions," Research Policy, Elsevier, vol. 41(8), pages 1283-1295.
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