The Creative Class


The Creative Class and Its Implications for Marketers, Special issue of Journal of Consumer Marketing, Edited by Richard C. Leventhal; Deadline 28 Sep 2007

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Journal of Consumer Marketing

Special issue call for papers

The creative class and its implications for marketers

The Editor of Journal of Consumer Marketing invites practitioners, consultants, and academics to submit papers worthy of contribution to the literature for a special issue devoted to creative culture, the creative class and how marketers can employ creatives in their efforts to succeed within the consumer marketplace.

Recent developments in the business, economics and sociological literature have focused on the reasons why some communities and societies are developing both economically and socially, while others appear to be standing still or stagnating. The global marketplace has become increasingly knowledge based, whereby information leads to productivity, success and increased profitability. Specifically, in today’s marketplace, the ability to be creative (i.e. developing meaningful new products and services) is the decisive source of competitive advantage that will differentiate communities that advance from those which do not.

Several maxims have emerged to shape the understanding of creativity, the creative process, and creative output. Creativity is multidimensional. Blockbuster inventions, new products or services do not exclusively represent it. Creative output comes in many forms. In addition to radical innovation, it involves the continuous improvement of each product, service, process and activity as it concerns the consumer.

Creativity requires a social, managerial and economic environment that can nurture its many forms. It is this creative class that is driving competition in the global marketplace today. Moreover, global networking in the marketplace allows individuals and corporations to collaborate on an ongoing basis, 24 hours a day, 7 days a week, increasing opportunities for creative development.

Possible topics will include, but are not limited to, the following:

  • Is it possible to nurture a creative culture in a marketing-driven organization?
  • What are the best practices for identifying and integrating creative marketing individuals?
  • Is there a critical mass of creative individuals necessary for a creative marketing organization?
  • How do you integrate creative culture into marketing strategies targeted towards the consumer?
  • What is the proper balance between marketing creativity and an effective marketing structure?
  • Is creativity applicable to all aspects of consumer marketing?
  • Can marketing creativity be outsourced?
  • Can virtual marketing cooperation, achieved using information technology, be effective?
  • How does one harness the creative, entrepreneurial spirit in consumer marketing – what are the problems and solutions to global "24/7” marketing creative collaboration?
  • Since creatives view themselves differently than others, how do marketers assure cooperation and productivity between the two groups?

Papers may be the result of empirical research, comprehensive literature reviews, case studies, marketing practices, or thoughtful analysis. However, to be accepted for publication, all manuscripts must provide practical applications of material presented. It is necessary that you follow the journal’s author guidelines for your submissions to be accepted for review.

Final manuscripts should be sent directly to Dr Richard C. Leventhal by 28 September 2007.

7678 Upham Street,
Arvada, CO 80003

(please note that electronic versions of manuscripts are not accepted for submission purposes)