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Creative Problem Solving as a Technology of Expert Behaviour within Marketing Management
Author(s) -
Hackley Christopher,
Kitchen Philip J.
Publication year - 1997
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/1467-8691.00048
Subject(s) - creativity , argument (complex analysis) , metacognition , domain (mathematical analysis) , construct (python library) , cognition , computer science , discipline , creative problem solving , knowledge management , management science , marketing , psychology , sociology , business , economics , social psychology , mathematics , mathematical analysis , biochemistry , chemistry , social science , neuroscience , programming language
This paper presents a case based on the notion that rule based systems or ‘technologies’ designed to promote creativity may be seen as a way of short‐cutting the training route to domain specific cognitive expertise in Marketing Management. The paper draws on multi‐disciplinary research from different but thematically parallel research programmes in expertise and cognitive science, creativity, and problem solving. The argument proceeds with an examination of the construct of ‘creativity’ and its role in management domains in general and the marketing domain in particular. A review of psychological findings concerning expertise is then undertaken to draw out the common features between creativity in problem solving and high level expertise. Finally, these common features are synthesised in a speculative model which describes the complex of cognitive strategies and beliefs about problem solving which may characterise expert problem solvers in marketing management—a move towards a potentially testable ‘metacognition’ of expertise in marketing.