Ph.D.

“Economics and Management”

2008-2009

Innovation and marketing

Term III

Course description

This course introduces students to some foundational ideas in the innovation and marketing
literature, by emphasizing the knowledge management perspective. More specifically, the
course analyzes contributions in innovation theories and in marketing theories and their
intersection. Starting from an overview of more established as well as recent theoretical
contributions in these two domains, the course aims at offering an integrated vision of the
firm innovation framework by linking approaches, concepts and models belonging to
disciplines considered as distinct ones. The course also presents and discusses emerging
research fields.
The course offers a description of the transformation in the drivers of competitiveness of
firms in the emerging paradigm of intangible economy. The course covers the following
topics:
a) forms and sources of innovation;
b) customers, communities and innovation;
c) brand, experience and innovation;
d) design (aesthetics and creativity).

Readings

Each student is supposed to have read the papers indicated in this syllabus under the label
"reference papers", before attending the courses. Papers are intended to be downloaded
through SFX via the department library site; in case of any problems please contact the
teacher. During the first lesson, students will be assigned specific references (1 or 2 articles)
that will be presented by students and discussed with the instructors and peers the following
lessons.

Grading

The grades will be based on the following components:

- Instructor’s evaluation of class participation, materials reading and comprehension, paper
presentation and discussion 30%
- Term Paper 70%

Term paper

Each student is expected to write a term paper on a topic relating to the course; specific topics
will be clarified and assigned to students at the end of the course by the instructor.
Acceptable forms include:
1. A conceptual study. The paper could be an extensive literature review of a relatively
narrow topic related to material studied (supplementary readings as a first support).

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2. A plan for an empirical study. This would provide a literature review, identify a focused
research opportunity, and then suggest a research design to conduct the research.
The papers are expected to be between 5,000 and 8,000 words inclusive of all exhibits and
references. Instructor will communicate the deadline for the submission within the final exam
period (July 13 – 17).

Internal lecturer:
Eleonora Di Maria
eleonora.dimaria@unipd.it

Required readings
1. Armstrong A., Hagel J. (1996), “The Real Value of On-line Communities”, Harvard
Business Review, May-June.
2. Arora A., Gambardella A., Rullani E. (1997), “Division of Labor and the Locus of
Inventive Activity”, The Journal of Management and Governance, 1, 123-140.
3. Chesbrough, H.W., (2003), “The Era of Open Innovation”, MIT Sloan Management
Review, Spring, 35-41.
4. Di Maria E., Finotto V. (2008), “Communities of Consumption and Made in Italy”,
Industry & Innovation, special issue on Managing Open Innovation through Online
Communities, Vol. 15, Issue 2, April, pp. 179-197.
5. Franke, N. and Shah, S. (2003) How community matters for user innovation: an
exploration of assistance and sharing among end-users. Research Policy, 32
6. Normann R., Ramirez R. (1993), "From value chain to value constellation: designing
interactive strategy", Harvard Business Review, 71 (4), July-August, pp.65-77.
7. Pine B.J.II, Gilmore J.H. (1998), "Welcome to the experience economy", Harvard
Business Review, 76(4) july-august:97-105.
8. Ravasi, D. and Lojacono, G. (2005) Managing design and designers for strategic
renewal. Long Range Planning, 38, pp. 51-77.
9. Sawhney M., Prandelli E. (2000), “Communities of Creation: Managing Distributed
Innovation in Turbulent Markets”, California Management Review n. 4, Summer.
10. Svengren Holm L., Johansson U., (2005), “Marketing and Design: Rivals or Partners?”,
Design Management Review, Spring, pp. 36-73.
11. Thomke S., von Hippel E. (2002), “Customers as Innovators. A new way to create
value”, Harvard Business Review, April, pp. 5-11.
12. Verganti, R. (2006) Innovation through design. Harvard Business Review, 84, pp. 114-
122.

Supplementary references (papers for class discussion)

Innovation and marketing

1. Beltencourt L.A., Ostrom A.L., Brown S.W., Roundtree R.I. (2002), Client Co-
Production in Knowledge-Intensive Business Services, California Management Review,
44(4):100-128.
2. Cova B. (1997), "Community and consumption. Towards a definition of the linking
value of product or services", European Journal of Marketing, 31(3/4):297-316.
3. Hirschman, E. C. and Holbrook, M. B. (1982) Hedonic consumption: emerging
concepts, methods and propositions. Journal of Marketing, 46, pp. 92-101.

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4. Klaus P., Maklan S. (2007), The role of brands in a service-dominated world, Journal of
Brand Management 15(november):115–122.
5. Muniz, A. M. and O'Guinn, T. (2001) Brand community. Journal of Consumer
Research, 27, pp. 412-432.
6. Prahalad, C. K. and Ramaswamy, V. (2000) "Co-opting customer competence",
Harvard Business Review, january-february:79-87.
7. Prahalad, C. K. and Ramaswamy, V. (2003) The new frontier of experience innovation.
MIT Sloan Management Review, 44, pp. 12-18.
8. Schmitt B. (1999), "Experiential marketing", Journal of Marketing Management, 15:53-
67
9. Schouten, J. W. and Mc Alexander, J. H. (1995) Subcultures of consumption: an
ethnography of new bikers. Journal of Consumer Research, 22, pp. 43-6
10. Zwick, D., Bonsu, S. K. and Darmody, A. (2008) 'Putting Consumers to Work: ‘Co-
Creation’ and New Marketing Govern-mentality', Journal of Consumer Culture 8(2):
163-196.

Design
1. Beverland M.B. (2005), “Managing the Design Innovation-Brand Marketing Interface:
Resolving the Tension between Artistic Creation and Commercial Imperatives”,
Journal of Product Innovation Management, 22, pp. 193-207
2. Bertola P., Teixeira J.C. (2002), “Design as a Knowledge Agent”, Design Studies, vol.
24, n. 2.
3. Bettiol M. , Micelli S., (2008) Design as cultural entrepreneurship. The role of Design
for the Competitiviness of Industrial Districts, paper presented at the EURAM
Conference 2008
4. Olson E.M., Slater S., Cooper R., (2000), “Managing Design For Competitive
Advantage: a Process Approach”, Design Management Journal, 11(4).
5. Veryzer R.V. (2005), “The Role of Marketing and Industrial Design in Discontinuous
New Product Development”, Journal of Product Innovation Management, n. 22, pp. 22-
41.
6. Kotro T. & Pantzar M. 2002. Product Development and Changing Cultural Landscapes
– Is our Future in Snowboarding? Design Issues. 18(2)
7. Lojacono G. & Zaccai. G. 2004. The evolution of Design-Inspired Enterprise. MIT
Sloan Management Review, 45(3): 75-79