2019/2020 KAN-CCMVV1762U Open Innovation and Branding
English Title | |
Open Innovation and Branding |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Elective |
Level | Full Degree Master |
Duration | One Quarter |
Start time of the course | Second Quarter |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Max. participants | 80 |
Study board |
Study Board for MSc in Economics and Business
Administration
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Last updated on 11-02-2019 |
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Learning objectives | ||||||||||||||||||||||||
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Examination | ||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||
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Description of the teaching methods | ||||||||||||||||||||||||
Experiential learning is the primary pedagogical approach followed in class sessions and workshops. | ||||||||||||||||||||||||
Feedback during the teaching period | ||||||||||||||||||||||||
During the entire course students will receive feedback on their performance and progress when working with the course assignments and when participating in dialogues and discussions in class. | ||||||||||||||||||||||||
Student workload | ||||||||||||||||||||||||
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Further Information | ||||||||||||||||||||||||
This course is part of the minor in Entrepreneurial Marketing for Corporate Business |
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Expected literature | ||||||||||||||||||||||||
Baltazar Herrera, M. E. (2016). Innovation for impact: Business innovation inclusive. Journal of Business Research, 69 (5), 1725-1730. Beverland, M. (2009) Building brand authenticity. Palgrave MacMillan, UK, ISBN 9780230250802 Brexendorf, T., Bayus, B., and Keller, K. (2015). Understanding the interplay between brand and innovation management: Findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548-557
Cavender, R.C. and Kincade, D.H. (2015). A luxury brand management framework built from historical review and case study analysis. International Journal of Retail & Distribution Management, 43 (10/11), 1083-1100. https://doi.org/10.1108/IJRDM-07-2014-0103 Chesbrough, H., Vanhaverbeke, W., and West, J. (2014). New frontiers in open innovation. Oxford: Oxford University Press, ISBN9780191504990 Gemser, G. and Perks, H. (2015). Co-Creation with customers: An evolving innovation research field. Journal of Product Innovation Management, 32 (5), 660-665. Kazadi, K., Lievens, A., and Mahr, D. (2016). Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders. Journal of Business Research, 69, 525-540. Martinez, M. G., Lazzarotti, V., and Manzini, R., (2014). Open innovation strategies in the food and drink industry: determinants and impact on innovation performance. International Journal of Technology Management, 66 (2/3), 212-241 Miller, D., and Merrilees, B. (2013). Rebuilding community corporate brands: A total stakeholder involvement approach. Journal of Business Research, 66(2), 172-179
Napoli, J., Dickson-Delaporte, S., and Beverland, M. B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, (February), 1-29. Nicholas, A. (2009) Brand authentication: creating and maintaining brand auras. European Journal of Marketing, 43 (3/4), 551-562. Veloutsou, C. and Francisco Guzmán F. (2017) The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management, 26 (1), 2-12, https://doi.org/10.1108/JPBM-01-2017-1398 West, J. and Bogers, M. (2014). Leveraging external sources of innovation: A review of research on open innovation. Journal of Product Innovation Management, 31 (4), 814-831. |