What questions to ask of "big" data and how to integrate results into a marketing strategy are daunting issues because of the unfathomable amounts and sophistication of the data. Based on the premise that creativity is a key factor in marketers' ability to capture the full value of big data, we identify key opportunities, challenges and best practices in creative approaches to extracting greater value from big data in marketing.
Creativity Marketing Ecosystem
Although marketing scholars have recognized the role of creativity in marketing, it has been severely underestimated in the academic literature. A new marketing paradigm, Service Dominant Logic (Vargo and Lusch, 2004) focuses on the co-creation of value between firms and their stakeholders, including customers, and therefore provides a very rich framework for further exploration of the role of creativity in marketing. We propose a systemic ecosystem which recognizes the interdependence between the individual and organizational processes of creativity as well as the strategic role of creativity-enhancing systems and processes that bring stakeholders together in producing creative outcomes and, as a result, value for the firm and its stakeholders. This current work aims to contribute to the broader streams of research on organizational creativity, creativity in strategy, creativity in marketing and Service Dominant Logic.
Consumers and Creativity
We examine how consumers collectively contribute their creativity through online conversations. To explain the mechanisms leading to collective creative outcomes, we analyze interactions in which individual consumers come together as a collectively creative group. Our contribution is the identification of specific processes driving collective creativity and factors facilitating them.