Idea Generation, Creativity, and Prototypicality

Olivier Toubia
Corresponding Author
Olivier Toubia
[email protected]
Columbia Business School, New York, New York 10027
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,
Oded Netzer
Oded Netzer
[email protected]
Columbia Business School, New York, New York 10027
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Olivier Toubia

Corresponding Author

Olivier Toubia

[email protected]

Columbia Business School, New York, New York 10027

Search for more papers by this author

Oded Netzer

[email protected]

Columbia Business School, New York, New York 10027

Search for more papers by this author

Published Online:17 Aug 2016https://doi.org/10.1287/mksc.2016.0994

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mksc.2016.0994-sm.pdf

The replication files for this article are available HERE.

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January-February 2017

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Received:July 14, 2014
Accepted:January 15, 2016
Published Online:August 17, 2016

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Olivier Toubia, Oded Netzer (2016) Idea Generation, Creativity, and Prototypicality. Marketing Science 36(1):1-20.

https://doi.org/10.1287/mksc.2016.0994

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