Frontmatter -- Acknowledgements -- About the Authors -- Foreword -- Contents -- List of Cases -- List of Figures -- List of Tables -- Introduction -- Chapter 1 The Case for Change -- Chapter 2 Defining Lean CX -- Chapter 3 Creating Market Cut-Through -- Chapter 4 Where to Start -- Chapter 5...

Purpose – This paper aims to introduce a new phenomenon related to creative motivation called creative resolve response (CRR). CRR predicts how creative motivation will vary during problem solving. Design/methodology/approach – In total, 66 MBA students were asked to respond at random...