Marketing programme creativity-Developing its definition and identifying its content.

Marketing programme creativity, which represents a marketer's capacity to create competitive advantages, lacks a suitable definition, content, and measuring tools. Therefore, this research will use the interview to fill the gap and strengthen foundation of marketing programme creativity. Consequently, three essences with their corresponding conditions are concluded. Firstly, ‘Addressing consumer’s pain point’ that can be supported by ‘lead-user theory’ is meeting both known and unmet consumer needs as the principle of creating creative marketing programme. In addition, ‘learning the new things’ emphasises the importance of learning the needed knowledge from other industries, aiming to solve real-world problems by breaking the limited knowledge in one field. Besides, the specificity of ‘breaking traditions’ in marketing programme creativity involves relying on marketer’s own experience and other fields’ knowledge to break traditions frequently, aiming to improve the competition function of marketing programme creativity as well as adapt the ever-changing environment. [ABSTRACT FROM AUTHOR]