The combinatorial innovation perspectives on designing social marketing programs

Viorel Mihaila ()
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Viorel Mihaila: University of Bucharest, Faculty of Business and Administration, Romania

Manager Journal, 2017, vol. 25, issue 1, 185-194

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?

Keywords: innovation; social marketing; behavioural economics (search for similar items in EconPapers)
Date: 2017
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