Business and Management INK

Creative Problem Solving for Marketers

June 14, 2013 785

Editor’s note: We’re pleased to welcome Minna-Maarit Jaskari of the University of Vaasa, Finland, whose article “The Challenge of Assessing Creative Problem Solving in Client-Based Marketing Development Projects: A SOLO Taxonomy Approach” is forthcoming in the Journal of Marketing Education and now available in the journal’s OnlineFirst section.

pullquoteMy paper is about assessing creativity in student work. I work in marketing and business, and we see creativity and innovativeness as extremely important for business. My own interest lies in understanding consumers and providing value creation opportunities for customers. Marketers often need to be creative in order to provide value for customers. This is why we see it is important to teach creativity and creative problem solving in marketing.

JME(D)_72ppiRGB_150pixwAlso, from the pedagogical research we know that students tend to learn things they are assessed about. Indeed, if we want to teach creativity, we need to assess it as well. However, this is not easy. Indeed, we quickly need to start thinking, what is creativity in the marketing and business context? In my paper I have focused on creative problem solving. Creativity itself is not enough; in business, we need to be able to implement it and create a marketing concept around it.

My paper focuses on analyzing a very interesting tool, SOLO taxonomy for marketing contexts. The background of the taxonomy goes into cognitive thinking and deep understanding. I have proposed a framework to assess creative problem solving in the marketing context. Such frameworks have not been established to date.

The most surprising result for me was that creativity tied with usefulness really occurred in the higher level of understanding. Even if we know from the literature that creativity requires hard work, this analysis proved the same. For me as a teacher, it gives assurance to actively require students to work hard. Also, the highest level of understanding — the extended abstract level — is actually quite difficult to achieve, if not enhanced by the teacher. The school context is difficult, as in that level the students need to put a lot of effort into their work. And as we know, sometimes the real challenge for the teacher is to motivate the students to work hard, even harder than required.

I hope that marketing educators see the value of SOLO taxonomy in enhancing deep, relational understanding. This is what we should aim for in higher education. Future research could analyze the use of SOLO in other than client-based projects, such as case studies or learning portfolios.

Read “The Challenge of Assessing Creative Problem Solving in Client-Based Marketing Development Projects: A SOLO Taxonomy Approach” online in the Journal of Marketing Education.

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

‘Push, Pull, Dance’: Public Health Procurement – Saving Lives and Preventing Harm
Business and Management INK
June 12, 2024

‘Push, Pull, Dance’: Public Health Procurement – Saving Lives and Preventing Harm

Read Now
Beyond Net-Zero Targets: When Do Companies Maximize Their Potential to Reduce Carbon Emissions?
Business and Management INK
June 4, 2024

Beyond Net-Zero Targets: When Do Companies Maximize Their Potential to Reduce Carbon Emissions?

Read Now
How AI-Integration is Changing the Workplace
Business and Management INK
May 28, 2024

How AI-Integration is Changing the Workplace

Read Now
Keeping Qualitative Research Weird!
Business and Management INK
May 23, 2024

Keeping Qualitative Research Weird!

Read Now
Sometimes, We Do Need a Narcissist

Sometimes, We Do Need a Narcissist

Karynne Turner, Feray Adigüzel, and Jatinder S Sidhu reflect on their research article, “Chief executive officer narcissism, corporate inertia, and securities analysts’ stock […]

Read Now
From Collision to Collaboration: Bridging University and Industry Relationships

From Collision to Collaboration: Bridging University and Industry Relationships

In this article, Will Harvey and Paul Spee reflect on the importance of collaboration between industry and universities. This topic was the catalyst for their research article, “Walking the tightrope of academic and practitioner expectations in field research,” found in Management Learning.

Read Now
Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose

Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose

Young professionals born between the early 1980s and mid-1990s now constitute a majority of the project management workforce. Having grown up connected, collaborative, and mobile, they have specific motivations and needs, which are explored in this study.

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments