Management

This paper addresses a simple theoretical question of high substantive relevance: What makes a consumption experience special in a consumer’s mind?

We aim to stimulate discussion on how innovation research within marketing can use a better world (BW) perspective to help innovation become a driver of positive change in the world. In this "Challenging the Boundaries" series paper, we hope to provide purposeful research opportunities for scholars seeking to bridge innovation research with the BW movement. We frame our discussion with four areas of innovation research in marketing that are particularly relevant to BW objectives.

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in free-to-play (F2P) games, where the paid version often aims to enhance the player’s experience and to facilitate faster progression.

Data is the new oil. It is the fuel for AI, a firm asset, a strategic advantage, information for prediction, a productivity booster, a privacy concern, a by-product of transactions, and a means of payment. How can we update traditional economic and finance frameworks to include a role for data and use these updated frameworks to measures it economic impact?

We propose one route to a more inclusive society. Our context is the prevailing one of high wealth inequality where stockholders alone supply the stochastic discount factor governing the allocation of capital. A large and pervasive pecuniary externality is thus imposed on non-stockholder workers, something we view as antithetical to the notion of an inclusive society.