Althuizen, Althuizen, N.A.P.; Wierenga, Wierenga, B. - Erasmus Research Institute of Management (ERIM), … - 2008
Many marketing problems, such as the design of marketing communication campaigns and the development of new products, require creative solutions. Such problems are typically weakly-structured and underspecified (open-ended). The authors investigate the potential of analogical reasoning as a...