Universitatea din Bucuresti, Facultatea de Administratie si Afaceri

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Double Blind Review Evaluation

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ISSN-L 1453-0503
ISSN (e) 2286-170X
ISSN (p) 1453-0503

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The combinatorial innovation perspectives on designing social marketing programs.

 

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  1. Authors:
      • Ph. D. Visiting Prof. Viorel Mihăilă, email: viorel.mihaila@faa.unibuc.ro, Afiliation: University of Bucharest, Faculty of Business and Administration, Romania

    Pages:
      • 185|194

  2. Keywords: innovation, social marketing, behavioural economics

  3. 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?

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