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The aim of this chapter is to explore to what extent artificial intelligence (AI) could be introduced in new product development (NPD) process to support the decision making from the development to the launch of a new idea. Building on qualitative data from multiple cases from alcohol sector, the study reveals that AI could be introduced to reduce the risk of unsuccessful development and launch of a new product, supporting all the phases by systematically integrating feedbacks from the market. Specifically, AI can be used to create new recipes/flavours for alcohol drinks. Results also show that integrating AI from the idea scoping to the final product launch is feasible with the support of external stakeholders. The chapter concludes with some recommendations for theory and practice.

The role of creativity in marketing has great importance. In this chapter, the authors discuss the role of creativity in the sports context. The authors discuss creativity and then move onto the various contexts in sports that could be covered. This looks at the worlds of traditional and extreme sports along with a brief exploration of the burgeoning area of esports. The authors then draw from some creative principles that are worth keeping in mind before moving onto future areas that could be covered. The authors hope that this will be useful for practitioners and researchers who are interested in not just creativity, but also the exciting opportunities in sports. In short, the authors hope this provides inspiration for those wishing to explore these areas further. Creativity is a powerful thing, and sport is an area full of potential. As such, the authors believe that these two are a pairing worth exploring more.

This chapter analyzes studies on organizational creativity in Latin America. Having identified a gap in the literature, we conducted a systematic literature review that provides academics, entrepreneurs, and managers with an overview of their regional reality. Creativity, seen here as a phenomenon that is distinct from innovation, constitutes a field of growing interest, albeit fragmented. Creativity is a multilevel phenomenon that influences individuals, groups, organizations, and the environment. Our results indicate that in the Latin American context, organizational creativity is a recent field, with publications concentrated in the last decade, and characterized by isolation when viewed from the perspective of partnerships among authors and institutions. We analyzed 39 articles and identified authors, journals, and countries with the largest number of publications. Research papers that investigate what enables creativity in organizations as well as articles that focus on organizational levels are the most commonly found. Subsequently, we discussed implications and directions for the field.

Psychologists have created highly specific and elaborate models of the creative process and the variables affecting creative performance. Unfortunately, much of this research has tended to take either an overanalytical or an underanalytical approach. By overanalytical we mean that researchers have studied single, isolated stages of group creativity, such as idea generation. By underanalytical we mean that researchers have tended to treat “creative group performance” as a single, unitary construct. However, we argue that it would be better to approach creativity as a multidimensional sequence of behaviors. In support of this argument, we discuss research on individual as well as group creativity showing that, firstly, there are multiple routes toward creative performance (e.g., flexibility and persistence), which may be pursued alone or in combination. It is likely that these different routes are subject to distinct influences. Secondly, we argue and show that different stages of the creative process (problem finding, idea generation, idea selection, idea implementation) are not necessarily affected by the same variables, or in the same way. We highlight some new questions for research, and discuss implications for the management of groups and teams.