Creative CampaignsThe OECD Oslo Manual with Guidelines for Collecting and Interpreting Innovation Data specifies in its latest edition (OECD/EUROSTAT 2005) that “an innovation is the implementation of a new or significantly improved product (good or service), or process, a new marketing method, or a new organizational method in business practices, workplace organization or external relations” (OECD 2005:46) There is an underlying assumption in the Oslo Manual that an innovation, in order to be called an innovation, must be introduced in a market. “All definitions of innovation in the Oslo Manual require a connection to the market,” …Interestingly, social innovation was at the beginning of the twentieth century used almost synonymously with socialism, especially by the socialist revolutionaries themselves.

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