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Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology, 8, Band 8) - Softcover

Buch 7 von 90: Routledge Studies in Innovation, Organizations and Technology

Sandberg, Birgitta

 
9780415619479: Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology, 8, Band 8)
Softcover
ISBN 10: 0415619475 ISBN 13: 9780415619479
Verlag: Routledge, 2011

Inhaltsangabe

This book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. Unlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea generation stage and Sandberg introduces a new way of describing a firm's proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side.

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Über die Autorin bzw. den Autor

Birgitta Sandberg is Assistant Professor in International Business and coordinator of the Global Innovation Management Masters Degree Programme at the Turku School of Economics, Finland.

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Verlag
Routledge
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
0415619475
ISBN 13 
9780415619479
Einband
Taschenbuch
Anzahl der Seiten
288
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Deutschland