Although the label innovation is applied to almost everything, with even the diffusion of innovations to society being called innovation, innovation research remains focused on bringing technology to the economic market. This dissonance provoked the central questions discussed at the 2nd...

"This book includes a collection of articles focusing on the widely-observed fandom phenomenon existing in contemporary consumer culture from multi-discipline perspective. It explores the characteristics fandom and the impact of fandom on any human activities, especially in brand building"--