Ad creativity, based on the originality, meaningfulness, and craftsmanship of a brand message, is widely studied as an important mechanism of advertising success. These studies are based on practitioners’ and consumers’ creativity assessments. The purpose of this study is to evaluate the creativity assessments …

This dissertation consists of five studies, addressing the shortcomings in the advertising literature regarding topical advertising, timing, ad creativity, and the role of timing in ad creativity.

Research has showed that aligning brand messages with topical events is a success formula for evoking positive consumer responses, in which ad creativity (i.e., originality, meaningfulness, and craftsmanship) and timing (i.e., the time between the start of an event and the appearance of a Topical Advertising …

This paper explores a business model that includes the knowledge modules of a COP (community of practice) and relates them with the business processes and formal organizational hierarchy in order to optimize the value of knowledge worker performance and to embed this value in the ongoing organization …

The Fociss (Focussing Innovation for a Sustainable Strategy) approach is a structured method to define core business related issues within sustainable development that require main attention in a specific company. In theory, Fociss has the ability for all kinds of innovations, but the implementation …