Extant research shows that universities do not usually foster an inclusive innovation system. This paper examines an innovation program at Zhejiang University that targeted rural areas in China, and that sought to promote an inclusive innovation system. This case illuminates how universities...

Purpose – This paper intends to examine the antecedents of perceived creativity and flow experience in order to understand how consumers' advertisement keywords browsing influences their searching intentions and/or behaviours regarding purchase. In addition, it aims to consider two kinds of...