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    Manager Journal
    Home»2017»The combinatorial innovation perspectives on designing social marketing programs
    2017

    The combinatorial innovation perspectives on designing social marketing programs

    Viorel MihăilăBy Viorel MihăilăApril 16, 2021Updated:October 15, 2021No Comments1 Min Read
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     Pages: 185-194

    Introduction. Since the concepts of disruptive and sustaining innovations of Christiansen made their way into the models and policies both public and private during the last decade, different new approaches emerged. We do have now reliable benchmarks in analyzing the innovation field, in understanding the global trends or the national ones, financed by NGO’s, IO’s or national agencies. Understanding how innovation might become dominant in certain markets or contexts, it’s important, but the focus seems to have moved towards the outcome of innovations, on their impact on growth and the general wealth of the societies.

    Aim of the study. 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

    JEL Classification: I18, M31, O30

    Full text sources
    behavioural economics innovation social marketing
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    Viorel Mihăilă

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