The emerging ‘customer engagement behaviour’ (CEB) literature predominantly discusses
behaviours displayed by paying customers. However, the rise of free offerings, including free …

… Lars Groeger is a Lecturer in Marketing at Macquarie Graduate School of Management
where he teaches MBA students and Executives. His research focuses on WOM and SNA …

Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of
reach but do not deliver insight about the people who are reached and the types of …

We review the design and management literature to identify and define key components of
a design thinking mindset and report initial findings from fifteen in-depth interviews with …

This case study reports results from three research studies conducted over 12 weeks as part
of a product seeding campaign. Partnering with a word-of-mouth marketing (WOMM) …

We investigate how word-of-mouth marketing campaign participants select communication
partners, content and channel. Rules Theory, which we adopt from the interpersonal …

Building innovation capability is a topic of vital interest to many organisations. In search of
ways to build such capabilities, practitioners and educators have turned to design thinking (DT)…

Industrial high-tech markets are characterized by profound levels of market and
technological uncertainty and so firms herein must navigate extraordinarily dynamic and fast-moving …

unveil key insights in our research report,“Design Thinking: Exploring the Opportunities for
the Design Industry and Business in Australia.” How is design thinking used in Australia? To …

Implementing innovation laboratories to leverage intrapreneurship are an increasingly
popular organizational practice. A typical feature in these creative environments are semi-…