Marketing

Review the following:

• Barone, M. J., & Jewell, R. D. (2013). The innovator's license: A latitude to deviate from category norms. Journal of Marketing, 77(1), 120–134.  https://login.libproxy.edmc.edu/login?url=http://search.proquest.com.libproxy.edmc.edu/docview/1268837962?accountid=34899

Use the Argosy University online library resources to identify two peer-reviewed journal articles on the concept of the innovator’s license.

Complete the following:

• Critically analyze the value of the innovation and branding approach suggested by Barone and Jewell. Be sure to provide your inputs on the pros and cons.
• Compare the authors approach to the other approaches you are familiar with.
• Assess how the Barone and Jewell approach could be applied to your own organization.
• Discuss what might work and what is not applicable in their approach.
• Support your positions with at least two peer-reviewed journal articles.

By the due date assigned, post your responses to the Discussion Area. Through the end of the module, comment on at least two of your peers’ responses.

Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation