Soft Innovation: Economics, Product Aesthetics, and the Creative Industries

Paperback | October 30, 2011

byPaul Stoneman

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At its heart this book is about innovation and the innovation process. On the way, it considers aesthetics, design, creativity and the creative industries, and a number of other similar topics. Much of the existing economic literature on innovation has taken a particularly technological or functional viewpoint as to what sort of new products and processes are to be considered innovations. One of the key points that this book highlights is that there is a type of innovation, here labelled'soft innovation', primarily concerned with changes in products (and perhaps processes) of an aesthetic or intellectual nature, that has largely been ignored in the study of innovation prevalent in economics. Examples of innovations that, as a result of this refocusing, are here placed at the centreof the analysis include: the writing and publishing of a new book, the writing, production, and launching of a new movie, the development and launch of a new advertising promotion, the design and production of a new range of furniture, and architectural activity in the generation of new built formdesigns. The realisation of the existence of soft innovation means that, not only is innovation more widespread than previously considered, but that it may also take a different form than commonly considered. Soft Innovation addresses key issues such as: * The measurement of the rate and extent of soft innovation,* The determinants of the rate and direction of soft innovation and its diffusion,* The impacts of soft innovation and diffusion upon outputs, productivity, employment, firm performance, trade, and economic welfare,* Policy, considering whether there is a rationale for government intervention in the soft innovation generation and diffusion processes, and if so what instruments can be used in such intervention? Soft Innovation breaks new ground in the study of innovation, and will be key reading for academics and researchers of Innovation, Marketing, and Design, as well as consultants, practitioners, and policy-makers concerned with the creative industries.

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At its heart this book is about innovation and the innovation process. On the way, it considers aesthetics, design, creativity and the creative industries, and a number of other similar topics. Much of the existing economic literature on innovation has taken a particularly technological or functional viewpoint as to what sort of new ...

Professor Paul Stoneman is Research Professor in the Marketing and Strategic Management Group and Head of the Technological Innovations Research Unit in Warwick Business School. He has held visiting positions at Stanford and Nuffield College, Oxford. He has published widely on the Economics of Innovation especially as regards the diff...

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Format:PaperbackDimensions:384 pages, 9.21 × 6.14 × 0.87 inPublished:October 30, 2011Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199697027

ISBN - 13:9780199697021

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Table of Contents

1. IntroductionPart I: The Nature and Extent of Soft Innovation2. Defining Soft Innovation3. Aggregate Measures of Soft Innovation4. Soft Innovation in the Creative Industries: Books, Recorded Music, and Video Games5. Soft Innovations Outside the Creative Industries: The Food, Pharmaceuticals, and Financial IndustriesPart II: The Economic Analysis of Soft Innovation6. The Economic Analysis of TPP Innovation as a Foundation for the Analysis of Soft Innovation7. The Supply of Soft Product Innovations8. The Diffusion of Soft Innovations9. Soft Innovation and Uncertainty: Variant Proliferation, Insurance Markets, and Finance10. Soft Innovation, Intellectual Property Rights, Competition, and WelfarePart III: Impacts and Implications11. The Impact of Soft Innovations on Firm Performance12. Soft Innovation and Government Policy13. Conclusions and Future Prospects