Prelims

Creativity and Marketing

Creativity and Marketing: The Fuel for Success

EDITED BY

ELEONORA PANTANO

University of Bristol, UK

United Kingdom – North America – Japan – India – Malaysia – China

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2021

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ISBN: 978-1-80071-330-7 (Online)

ISBN: 978-1-80071-332-1 (Epub)

To Vincenzo (Grillo) and Vincenzo (Forciniti) because they’ve always been there for me.

Dr Panayiota Alevizou is a Lecturer in Marketing and a Co-chair of the SIG Sustainability (Academy of Marketing). The key pillars of her research are the engagement of consumers with eco labels and certifications and companies’ sustainability communication strategies. She has edited and authored several books and has received the 2017 Emerald Literati Network Awards for Excellence.

Clara Bassano, PhD in Public Management, University of Salerno, is currently Associate Professor of Management at the University of Salerno, Italy. She was Visiting Researcher at IBM Almaden Research Center (Silicon Valley – California), Visiting Fellow at the Ovidius University (Romania) and Visiting Researcher at the Middlesex University of London (UK). She was awarded the IBM Faculty Award 2010. She is Italian Ambassador for International Society of Service Innovation Professionals. Her research activities include the analysis of innovation and marketing management related to the application of artificial intelligence technologies to systems. Her findings have appeared in books and international journals, for example, The International Journal of Electronic Commerce, Sustainability, Journal of Retailing and Consumer Services, INFORMS Service Science Journal, Cities and Land Use Policy.

Dr Carsten Baumgarth studied, obtained his doctorate and habilitated at the University Siegen. From 2006 to 2010, he taught as an Associate Professor at Marmara University Istanbul (Turkey). Since 2010, he has been Professor of Marketing with a focus on brand management at the Carsten Baumgarth, Hochschule für Wirtschaft und Recht Berlin. Since 2017, he has been Adjunct Professor at the Ho-Chi-Minh-City University (Vietnam). To this date, he has over 400 publications focussing on branding, B-to-B-marketing, culture marketing and empirical research. His publications appeared in journals such as the Journal of Business Research, Industrial Marketing Management, European Journal of Marketing, Journal of Marketing Communications, Journal of Brand Management, Journal of Product and Brand Management and Marketing ZFP. Furthermore, he is author of the standard book brand policy (4th edition, 2014) and of the editors work B-to-B Brand Management (2nd edition, 2018). His research has repeatedly received national and international Best Paper Awards.

Dr Marta Blazquez is a Senior Lecturer in Fashion Marketing at the University of Manchester. She was awarded a European PhD in Marketing with Cum Laude mention. Her research interest includes omnichannel retail, experiential marketing, in-store technology, digital branding and digital sustainability. Her research has been published in leading journals and presented in national and international conferences. She has been Visiting Researcher in the Oxford Institute of Research Management, University of Oxford, and has been Invited Lecturer on several occasions in China and Spain. She supervises a number of PhD and MSc students in the areas of fashion marketing, retailing and sustainability.

Luke Devereux, PhD, is a Lecturer in Digital Marketing and Analytics at the Business School at Middlesex University, London. His current research interests are in digital marketing, corporate identity and social enterprise. He has published in Journal of Business Research and International Studies of Management and Organization.

Christine Falkenreck, PhD, University of Kassel, has been Professor of Economics and Industrial Marketing at Hof University, Germany since 2013. Her research interests cover customer relationship marketing and the implications of the Internet of Things for international B-to-B sales and marketing communication strategies. She has published in the Industrial Marketing Management journal, and other journals. She frequently co-operates with international industrial companies to work on their marketing strategies.

Stacy Landreth Grau, PhD, is a Professor of Entrepreneurship and Innovation Practice at the Neeley School of Business and Director, IdeaFactory at Texas Christian University (TCU). She has been on the faculty since 2006 and holds a MS and PhD in Business Administration (Marketing) from Louisiana State University. She taught courses in marketing including design thinking, digital and social media marketing and marketing communications. She joined the Entrepreneurship and Innovation department at TCU to teach social entrepreneurship, design for social impact, entrepreneurial leadership and creativity and innovation. Currently, she focusses on design thinking/human centred design, where she has developed several courses and workshops at TCU for both Neeley and IdeaFactory. She has authored or co-authored more than 30 peer reviewed articles and two books. She consults with businesses, nonprofits and schools as a co-founder of HCO Lab that assists organisations to focus more on the human connections necessary for success.

Dr Claudia E. Henninger is a Senior Lecturer in Fashion Marketing Management, with a research interest in sustainability, the circular economy and more specifically collaborative consumption, in the context of the fashion industry. Her work has been published in the European Journal of Marketing, the Journal of Fashion Marketing and Management and the International Journal of Management Review, and she has edited a variety of books on sustainable fashion, including ‘Sustainability in Fashion – A Cradle to Upcycle Approach’. She is further the Chair of the Academy of Marketing’s SIG Sustainability.

Cosima Kaibel studied Art and Design in Bournemouth, UK before she completed her Bachelor’s degree in International Business Management at the Hochschule für Wirtschaft und Recht Berlin. She then studied Design Thinking at the HPI D-School in Potsdam and worked in various positions in branding, PR and innovation consulting. She is now working as a Research Associate at the Hochschule für Wirtschaft und Recht Berlin and is Co-founder of the Startup Dreirad.

Irene Kamenidou, PhD, is a Professor of Marketing at the International Hellenic University, Greece. She holds a PhD in Food Marketing and has more than 10 years of working experience in the public and private sectors on agricultural and food marketing. Her work has been published in various international academic journals and conferences, such as the Journal of Business Research and International Marketing Review. Her research interests focus on agricultural and food marketing, tourism, retailing, health and social marketing. She has participated in several EU-funded projects and she served as a Dean of the Business School at Eastern Macedonia and Thrace Institute of Technology.

Alexandra Kirkby studied her undergraduate degree in German and Business at the University of Warwick in the UK and then completed her master’s degree in International Marketing Management at the Hochschule für Wirtschaft und Recht Berlin, where she is now a Research Associate. She has experience in the influencer industry having worked as an Artist & Repertoire Manager and then Sales Manager at multi-platform network Studio71 GmbH. She is now studying her doctorate degree with a focus on branding and artificial intelligence at the Hochschule für Wirtschaft und Recht Berlin and the University of Twente (The Netherlands).

Maria Michali works as a Research Assistant in the South-East European Research Centre (SEERC) based in Thessaloniki, Greece, conducting research within the context of European Commission funded projects. She holds a BA in English Language and Literature from the School of English of the Aristotle University of Thessaloniki (Greece), as well as an MA in Applied Linguistics with TESOL from the University of Sheffield International Faculty, CITY College. Her research interests include learning and teaching in HE, as well as corpus linguistics and its pedagogical applications.

Andrea Moretti is Full Professor of Marketing and Management at the Department of Economics and Statistics at the University of Udine, Italy. His current research interests are consumer behaviour, marketing strategy and marketing communications. His papers have been published in the Journal of Business Research, International Journal of Advertising, International Journal of Consumer Studies and others.

Agnes Nairn is Chair of Marketing at the School of Management, University of Bristol. Her work focusses on the intersection of marketing, regulation, policy and consumer rights and protection. In 2018, she acted as Special Advisor to the House of Lords Communication Committee which produced the report UK advertising in a digital age and she has recently co-authored a report on Twitter gambling advertising that has been taken up by regulators and cited in policy reports. She has been invited to join over 30 international multi-stakeholder projects with public, private and third sector organisations ranging from UNICEF, UN and the Brazilian Justice Ministry to Unilever, Coca-Cola and Public Health England. Work with David Cameron’s Strategy Unit led directly to the practice of child peer-to-peer marketing being banned whilst her 2007 work for National Consumer Council appears on the GCSE Home Economics curriculum.

Eleonora Pantano is Senior Lecturer (Associate Professor) of Marketing at the University of Bristol. She held PhD in ‘Psychology of Programming and Artificial Intelligence’ (2008), MEng in Management (2005) and PGCert in Higher Education Teaching and Supporting Learning (2016). Her findings appear in several books and textbooks, and in international peer-reviewed journals (i.e., Computers in Human Behavior, Tourism Management, Journal of Business Research, Psychology and Marketing). Her papers (more than 80) have also consistently pushed the frontiers in the area of marketing and retailing and have become highly cited by academics in the field.

Paschalia Patsala, Ph.D., is a Senior Portfolio Managerworks at the Arts and Humanities Research Council (AHRC), UK, where she is heavily involved in the development, management and delivery of a range of funding schemes, partnerships and strategic activity across the entire AHRC international portfolio. She holds a PhD in Theoretical and Applied Linguistics, an MA in Lexicography, a PGCert in Learning and Teaching in Higher Education, and a BA in English Language and Literature. Her research interests include learning and teaching in HE, second language acquisition, corpus linguistics, lexicography, and educational technologies.

Paolo Piciocchi is Full Professor of Business Management at the University of Salerno, Italy where his responsibilities included Chancellor Placement Delegate. He is also one of the Italian Ambassadors for International Society of Service Innovation Professionals and author of numerous works, including articles, papers, books and international conference proceedings. His fields of research include: communication crisis management, innovation and creativity in complex systems (manufacturing and cultural districts) and the viable systems approach. He is author of several books and articles in national and international journals, such as The International Journal of Electronic Commerce, Sustainability, Journal of Retailing and Consumer Services, INFORMS Service Science Journal and Cities.

Constantinos-Vasilios Priporas, PhD, MCIM, FEMAB, is a Senior Lecturer in Marketing at Middlesex University Business School, UK. His research interests include consumer behaviour and strategic marketing with an emphasis on retailing, tourism and food. He has published in several international academic journals and conferences. In addition, he has co-authored the book Technology and Innovation for Marketing (2019) and co-edited the book Market Sensing Today (2015). He is a member of several professional bodies and an editorial board member of the Journal of Customer Behavior and has acted as a guest editor, reviewer and chair in academic journals and conferences.

Dr. Francesco Raggiotto is Assistant Professor of Marketing at the Department of Economics and Statistics at the University of Udine, Italy. His current research interests are in the area of tourism management and sport management. He has published in Tourism Management, Journal of Business Research, Journal of Retailing and Consumer Services, International Journal of Advertising and others.

Raffaello Rossi is a Doctoral Candidate at the School of Management, University of Bristol. He investigates the use of gambling advertising on social media. His PhD research aims to inform policy-makers and protect consumers – particularly, children and young persons. His general interest lies at the interface of social media marketing, public policy and consumer protection.

Dr Daniele Scarpi is Associate Professor of marketing at the Department of Management at the University of Bologna, Italy. His current research interests are in consumer behaviour and decision-making. His papers have been published in the Journal of Retailing, Journal of Travel Research, Advertising Research, Industrial Marketing Management, Tourism Management, Journal of Business Research, Marketing Letters and others.

Francesca Serravalle held a PhD with Honour in Business and Management at the University of Turin (Italy) in cooperation with the Institut d’Administration des Entreprises (IAE Business School) at the University of Lyon-Magellan (France). She also held MSc in Finance and Stock Markets (2016) with a thesis on digital fundraising. Her research activities mainly relate to new technologies in retailing, with emphasis on augmented reality in an omnichannel retailing. She published in international journals such as British Food Journal and Tourism Management Perspectives. She also served as ad hoc reviewer in many marketing journals.

Dr Delia Vazquez is a Senior Lecturer in Retail Marketing at the University of Manchester. She has published over 60 academic publications in the fields of online consumer behaviour and retail marketing. She has a background in industry having worked with a major FMCG portfolio of brands. She has led 20 fashion online consumer behaviour research PhD projects to successful completion. Her research interests are co-creation, aesthetics, para–social relationships and online consumer behavior.

Huiru Yang is currently a PhD Student at the University of Manchester. She pursued her master’s degree in the University of Manchester, where she developed a consuming passion for fashion retail studies. She has a BA in English Education from Soochow University in China. Her primary research interest is evaluating how aesthetics will influence the value co-creation process. She is also interested in designing innovative customer solutions in the luxury fashion retail industry.

The first big thanks goes to the authors and contributors of this book. Their effort, patience and encouragement resulted in the pages you are actually reading. Thank you for your trust in this project and helping me to finalise it.

However, this book couldn’t be possible without Niall Kennedy (Emerald Publishing), who supported and encouraged the idea since the very first moment. I couldn’t do anything without his enthusiasm in this project.

I want to thank Matteo Napolitan for his encouragement in developing this book, and for all his time spent helping me find an eye-catching and appealing title.

To date, marketing is about constantly innovating to deliver successful strategies and provide new customer solutions (Grewal, Noble, Roggeveen, & Nordfält, 2020; Inman & Nikolova, 2017; Pantano, Priporas, & Stylos, 2018; Pantano & Vannucci, 2019). The ability of managing new and creative approaches and appraising the relative role and value in the marketing development would secure the company’s profitability, resulting in the longevity of the company and its brands (Mazerant, Willemsen, Neijens, & van Noort, 2021; Meesuptong, Jhudra-Indra, & Raksong, 2014; Slater, Hult, & Olson, 2010). However, it goes beyond the development and marketing of new products. Thus, also marketing discipline requires new visions, artistic talents, communications strategies, and so on.

In spite of much discussion about creativity and innovation (Beverland, Micheli, & Farrelly, 2016; Christensen, Noeskov, Frederiksen, & Scholderer, 2017; Coelho, Augusto, & Lages, 2011; Hemonnet-Goujot, Manceau, & Abecassis-Moedas, 2019; Merlo, Bell, Mnguc, & Whitwell, 2006; Reinartz & Saffert, 2013; Titus, 2018), few marketers still demonstrate a remarkable ability to respond creatively and cope with the marketing uncertainties. For this reason, there is a need for a strong piece of work collecting and synthetising the actual fragmented contributions, from the creativity in strategic marketing planning and marketing mix, to the creativity in store design and consumers’ salesperson relationships, from the creativity in the brand management and communication, to the creativity of artificial intelligence in new product development.

The aim of this book is to combine these contributions in a way that is accessible for academic researchers, students who want to understand creativity as part of their expertise in marketing (including branding and communication, retailing and store design and new product development), and for practitioners who are experiencing the need of new creative approaches to the marketing strategies. This book is designed to strengthen the overall understanding of the creative opportunities in marketing. In particular, it encourages readers to adopt future-facing, creative approach to marketing management.

The book will consist of three sections: (1) Creativity in marketing management, (2) Creativity, design thinking and innovation, and (3) Creativity challenges and opportunities for marketing. Chapters included in the first section investigate creative marketing strategies and the fundamental role of creativity in communication strategies and planning, with recent and relevant supporting case studies. Chapters included in the second section mainly investigate design thinking to develop new products able to better meet market expectation, and to innovate in marketing. Chapters included in the third section investigate the actual challenges for marketing and the opportunities, from the risk of creative messages on brand reputation to the successful management of virtual (fake) influencers, to guide scholars on teaching creativity to marketing students.

Thus, this book provides a strong collection of theories, empirical evidence, and case study applications synthesising the emerging research on the creativity for marketing management in an accessible way. Seeking to understand how marketers might take advantage of creativity principles, this book proposes empirical and theoretical contributions, and case studies that further offer new and provocative solutions. Enjoy your reading!

• Beverland, M. B., Micheli, P., & Farrelly, F. J. (2016). Resourceful sensemaking: Overcoming barriers between marketing and design in NPD. Journal of Product Innovation Management, 33(5), 628–648.

• Christensen, K., Noeskov, S., Frederiksen, L., & Scholderer, J. (2017). In search of new product ideas: Identifying ideas in online communities by machine learning and text mining. Creativity and Innovation Management, 26(1), 17–30.

• Coelho, F., Augusto, M., & Lages, L. F. (2011). Contextual factors and the creativity of frontline employees: The mediating effects of role stress and intrinsic motivation. Journal of Retailing, 87(1), 31–45.

• Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfält, J. (2020). The future of in-store technology. Journal of the Academy of Marketing Science, 48, 96–113.

• Hemonnet-Goujot, A., Manceau, D., & Abecassis-Moedas, C. (2019). Drivers and pathways of NPD success in the marketing–external design relationship. Journal of Product Innovation Management, 36(2), 196–223.

• Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of Retailing, 93(1), 7–28.

• Mazerant, K., Willemsen, L. M., Neijens, P. C., & van Noort, G. (2021). Spot-on creativity: Creativity biases and their differential effects on consumer responses in (non-)real-time marketing. Journal of Interactive Marketing, 53, 15–31.

• Meesuptong, J., Jhudra-Indra, P., & Raksong, S. (2014). Strategic marketing creativity and marketing profitability: A conceptual model. International Journal of Business Research, 14(4), 7–26.

• Merlo, O., Bell, S. J., Mnguc, B., & Whitwell, G. J. (2006). Social capital, customer service orientation and creativity in retail stores. Journal of Business Research, 59, 1214–1221.

• Pantano, E., Priporas, C. V., & Stylos, N. (2018). Knowledge push curve (KPC) in retailing: Evidence from patented innovations analysis affecting retailers’ competitiveness. Journal of Retailing and Consumer Service, 44, 150–160.

• Pantano, E., & Vannucci, V. (2019). Who is innovating? An evaluation of the extent to which retailers are meeting the technology challenge. Journal of Retailing and Consumer Services, 49, 297–304.

• Reinartz, W., & Saffert, P. (2013). Creativity in advertising: When it works and when it doesn’t. Harvard Business Review, 6, 1–12.

• Slater, S. F., Hult, G. T. M., & Olson, E. M. (2019). Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, 39(4), 551–559.

• Titus, P. A. (2018). Exploring creative marketing thoughts: Divergent ideation process and outcomes. Psychology and Marketing, 35, 237–248.