Building Circulation through Creative Marketing: An Australian Case Example

Abstract

This article presents a case study in the fields of marketing and business problem solving in general. The formal disciplines of structured creative problem solving were used to solve a substantial problem and simultaneously to identify ways of exploiting the opportunities that lay within it. This case was a team effort involving a select group of Examiner Newspaper Group people in Australia with the author as leader and co‐ordinator, and a Tasmanian company – Tastech Developments. A circulation increase of approximately 20 per cent was in fact achieved.

Modern methods of construction (MMC) and innovation negativism in the UK public sector

“…For instance, perceptions driving decisions in construction are from individuals who “associate quality housing with the traditional brick and mortar housing structure” (Kedir et al ., 2022, p. 692), which in turn challenge the prospects of radical change in traditionally accepted ways. Taking this view, the research community's responsibility demands the “ability and courage to look with fresh eyes (yours and other people's) at innovations and opportunities despite all negativism” (Jackson, 1991, p. 28). Such responsibility becomes impetrative not least because decision-makers in the industry are often those who are mostly opposers of change.…”