A neo-Schumpeterian perspective of innovation, entrepreneurship and entrepreneurial marketing in the age of digitisation

Abstract

Innovation, entrepreneurship and marketing is changing rapidly in the age of digitisation. A neo-Schumpeterian perspective of innovation through an age of technological revolution focused on computerising (digitising) the global economy running from about 1971 to about 2020 to 2030 including techno-economic principles is outlined in the paper (Perez, 2010; Pattinson, 2014). Brynjolfsson and McAfee's (2014) 2nd Age Machine Age perspective is discussed, highlighting the digitisation of almost everything with implications for emergent diffusion of various digital technologies ('playing on the second side of the chessboard'). A set of 'e-novation' (Pattinson, 2014; Pattinson and Low, 2011) principles based on development and deployment of innovation, e-marketing and collaborative information platforms are discussed including: a platform perspective; complexity and emergence; pervasiveness and ubiquity; service-dominant logic (SD-logic); sense-making, visualisation, and mapping into collaborative information platforms; from social to behaviour computing; full (or near) digital innovation cycles; digital business ecosystems; and rendering digital.