Abstract
The research presented in this paper is a part of a broader program aimed at clarifying the birth of so called societal innovations. It discusses some key issues for marketing and innovation resulting from the postmodern aestheticization movement. This dual movement is illustrated by two representative case studies, which also serve as a base for a further discussion. Postmodernism is used both as a description of society and as a framework for the analysis. The findings show a combination of post-taylorian marketing and management methods combined with an omnipresent artist-entrepreneur, and they suggest ways of giving an aesthetic dimension to consumer goods.
Published Version
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