Description:
What can edible insects teach us about marketing radical innovation? Wharton management professor Samir Nurmohamed shares the findings from his latest research, detailing how companies and individuals can best promote a novel idea or out-of-the-box approach. Using the edible insect industry as a case study, Nurmohamed finds that radical creativity is most likely to be embraced when it’s parsed in terms that are familiar to consumers. More: http://knlg.net/1MHA4oc |