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The art and science of innovation

Date of publication: June 15, 2015

Catalogue: Sensory Forum 2015: Marketing Meets Science

Authors: Sjoerd Koornstra, Codruta Berbecaru

Abstract:

This presentation approaches innovation as being the successful conversation between two worlds: The science and precision of the R&D world meeting the art and pragmatic world of market research in order to create the maximum marketing impact in markets around the world.

Sjoerd Koornstra

Author

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Codruta Berbecaru

Author

This is a long description of some author details.

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Moskowitz, Gofman and Bitran (2006a, May 10). Innovation combining art, engineering and social-economy science. ANA - ESOMAR. Retrieved July 22, 2025, from


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Koornstra and Berbecaru (2015a, June 15). The art and science of innovation. ANA - ESOMAR. Retrieved July 22, 2025, from


https://ana.esomar.org/documents/is-this-art-or-science-