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Creative heritage: Overcoming tensions between innovation and tradition in the luxury industry
Author(s) -
Carvajal Pérez Daniel,
Le Masson Pascal,
Weil Benoit,
Araud Axelle,
Chaperon Vincent
Publication year - 2020
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/caim.12378
Subject(s) - originality , resource (disambiguation) , marketing , creative industries , value (mathematics) , business , sociology , creativity , political science , computer science , law , computer network , machine learning
“Marketing” and “design” teams often experience conflicts when cooperating on innovation projects. In luxury industries, these difficulties are exacerbated by a tension between innovation and tradition , which, in turn, causes a loss of originality and operational efficiency. Based on three case studies of a luxury champagne house, we provide evidence of the existence of a type of cognitive resource—a creative heritage —that can help marketing and design teams in luxury organizations manage these tensions, address destructive and creative tensions, and, hence, gain originality that is coherent with tradition and operational efficiency.