Automating Creativity

Generative AI (GenAI) has spurred the expectation of being creative, due to its ability to generate content, yet so far, its creativity has somewhat disappointed, because it is trained using existing data following human intentions to generate outputs. The purpose of this paper is to explore what is required to evolve AI from generative to creative. Based on a reinforcement learning approach and building upon various research streams of computational creativity, we develop a triple prompt-response-reward engineering framework to develop the creative capability of GenAI. This framework consists of three components: 1) a prompt model for expected creativity by developing discriminative prompts that are objectively, individually, or socially novel, 2) a response model for observed creativity by generating surprising outputs that are incrementally, disruptively, or radically innovative, and 3) a reward model for improving creativity over time by incorporating feedback from the AI, the creator/manager, and/or the customers. This framework enables the application of GenAI for various levels of creativity strategically.Comment: 46 pages, 2 tables, 4 figure

Modeling Fuzzy Data in Qualitative Marketing Research

In marketing, qualitative data are used in theory development to investigate marketing phenomena in more depth. After qualitative data are collected, the judgment-based classification of items into categories is routinely used to summarize and communicate the information contained in the data. In this article, the authors provide marketing researchers with a method that (1) provides useful substantive information about the proportion and degree to which items belong to several categories and (2) measures the classification accuracy of the judges. The model is called the fuzzy latent class model (FLCM), because it extends Dillon and Mulani\u27s (1984) latent class model by freeing it from the restrictive assumption that all items are crisp for a given categorization. Instead, FLCM allows for items to be either crisp or fuzzy. Crisp items belong exclusively to one category, whereas fuzzy items belong—in varying degree—to multiple categories. This relaxation in the assumption about the nature of qualitative data makes FLCM more widely applicable: Qualitative data in marketing research are often fuzzy, because they involve open-ended descriptions of complex phenomena. The authors also propose a moment-based measure of overall data fuzziness that is bounded by 0 (completely crisp) and 1 (completely fuzzy)

Marketing Strategy and Wall Street: Nailing Down Marketing's Impact

marketing¿finance interface, firm financial value, brand value, efficient markets, brand equit

Phenocopy – A Strategy to Qualify Chemical Compounds during Hit-to-Lead and/or Lead Optimization

A phenocopy is defined as an environmentally induced phenotype of one individual which is identical to the genotype-determined phenotype of another individual. The phenocopy phenomenon has been translated to the drug discovery process as phenotypes produced by the treatment of biological systems with new chemical entities (NCE) may resemble environmentally induced phenotypic modifications. Various new chemical entities exerting inhibition of the kinase activity of Transforming Growth Factor β Receptor I (TGF-βR1) were qualified by high-throughput RNA expression profiling. This chemical genomics approach resulted in a precise time-dependent insight to the TGF-β biology and allowed furthermore a comprehensive analysis of each NCE's off-target effects. The evaluation of off-target effects by the phenocopy approach allows a more accurate and integrated view on optimized compounds, supplementing classical biological evaluation parameters such as potency and selectivity. It has therefore the potential to become a novel method for ranking compounds during various drug discovery phases

Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management

This article develops a framework for assessing how marketing actions affect customers’lifetime value to the firm. The framework is organized around four critical actions that firms must take to effectively manage the asset value of the customer base: database creation, market segmentation, forecasting customer purchase behavior, and resource allocation. In this framework, customer lifetime value is treated as a dynamic construct, that is, it influences the eventual allocation of marketing resources but is also influenced by that allocation. By viewing customers as assets and systematically managing these assets, a firm can identify the most appropriate marketing actions to acquire, maintain, and enhance customer assets and thereby maximize financial returns. The article discusses in detail how to assess customer lifetime value and manage customers as assets. Then, it identifies key research challenges in studying customer asset management and the managerial challenges associated with implementing effective customer asset management practices.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Linking Brand Equity to Customer Equity

equity and brand equity are two of the most important topics to academic researchers and practition-ers. As part of the 2005 Thought Leaders Conference held at the University of Connecticut, the authors were asked to review what was known and not known about the relationship between brand equity and customer equity. During their discussions, it became clear that whereas two distinct research streams have emerged and there are distinct differences, the concepts are also highly related. It also became clear that whereas the focus of both brand equity and customer equity research has been on the end consumer, there is a need for research to understand the intermediary’s perspective (e.g., the value of the brand to the retailer and the value of a customer to a retailer) and the consumer’s perspective (e.g., the value of the brand versus the value of the retailer). This article represents general conclusions from the authors ’ discussion and suggests a modeling approach that could be used to investigate linkages between brand equity and customer equity as well as a modeling approach to determine the value of the manufacturer to a retailer