Frontiers in psychology
ADHD-related neurodiversity and innovation in marketing teams: a grounded theory framework of customer-oriented boundary-spanning
By Alipour S, Rastgar AA and Sorooshian S.
Abstract
Introduction
This study explores how ADHD-related neurodiversity is experienced within marketing teams, particularly in customer-oriented and boundary-spanning work.
Method
Using a grounded theory approach, semi-structured interviews were conducted with 35 marketing managers, frontline employees, and freelancers/consultants, including 19 participants with a formal ADHD diagnosis and 16 participants with direct professional experience working with colleagues with ADHD.