{"id":4916,"date":"2021-04-16T17:41:54","date_gmt":"2021-04-16T17:41:54","guid":{"rendered":"https:\/\/manager.openweb.ro\/?p=4916"},"modified":"2021-10-15T12:47:13","modified_gmt":"2021-10-15T12:47:13","slug":"the-combinatorial-innovation-perspectives-on-designing-social-marketing-programs","status":"publish","type":"post","link":"https:\/\/manager.faa.ro\/?p=4916","title":{"rendered":"The combinatorial innovation perspectives on designing social marketing programs"},"content":{"rendered":"\t\t
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\u00a0Pages: 185-194<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Introduction<\/strong>.\u00a0Since the concepts of disruptive and\u00a0<\/span>sustaining innovations of Christiansen\u00a0<\/span>made their way into the\u00a0<\/span>models and policies both public and private\u00a0<\/span>during the last decade, different new\u00a0<\/span>approaches emerged. We do have now reliable\u00a0<\/span>benchmarks in analyzing the innovation\u00a0<\/span>field, in understanding the global trends or\u00a0<\/span>the national ones, financed by NGO\u2019s, IO\u2019s\u00a0<\/span>or national agencies. Understanding how\u00a0<\/span>innovation might become dominant in certain\u00a0<\/span>markets or contexts, it\u2019s important, but\u00a0<\/span>the focus seems to have moved towards the\u00a0<\/span>outcome of innovations, on their impact\u00a0<\/span>on growth and the general wealth of the\u00a0<\/span>societies.<\/span><\/p>

Aim of the study<\/strong>.\u00a0Hal Varian\u2019s concept of \u201ccombinatorial innovation\u201d underlined the ascend of a new period\u00a0<\/span>of a tremendous burst of innovation. Now we can quickly and conveniently combine different Internetbased\u00a0<\/span>components, which are all bits, to create entirely new products and services, available for everyone.\u00a0<\/span>The mushrooming of nudging logic based initiatives all over the world, open the room for a new discussion\u00a0<\/span>– to what extent the intended target audiences of nudging initiatives will participate in co-generating of the\u00a0<\/span>new policies and campaigns, based on the employment of the combinatorial innovation?<\/span><\/p>

Keywords:<\/b> innovation, social marketing, behavioural economics<\/span><\/p>

JEL Classification:<\/b> I18, M31, O30<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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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\u2019s, IO\u2019s or national agencies. Understanding how innovation might become dominant in certain markets or contexts, it\u2019s 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.<\/p>\n

Aim of the study. Hal Varian\u2019s concept of \u201ccombinatorial innovation\u201d 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?
\nKeywords: innovation, social marketing, behavioural economics
\nJEL Classification: I18, M31, O30<\/p>\n","protected":false},"author":198,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33,34],"tags":[128,519,918],"coauthors":[1438],"class_list":{"0":"post-4916","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-33","7":"category-2017-vol-25-issue-1-may","8":"tag-behavioural-economics","9":"tag-innovation","10":"tag-social-marketing","11":"jel-i18","12":"jel-m31","13":"jel-o30"},"_links":{"self":[{"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/posts\/4916","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/users\/198"}],"replies":[{"embeddable":true,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4916"}],"version-history":[{"count":3,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/posts\/4916\/revisions"}],"predecessor-version":[{"id":7873,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=\/wp\/v2\/posts\/4916\/revisions\/7873"}],"wp:attachment":[{"href":"https:\/\/manager.faa.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4916"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4916"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4916"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/manager.faa.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=4916"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}