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Managing and Marketing Radical Innovations: Marketing New Technology - Couverture rigide

Livre 7 sur 90: Routledge Studies in Innovation, Organizations and Technology

Sandberg, Birgitta

 
9780415433075: Managing and Marketing Radical Innovations: Marketing New Technology
Couverture rigide
ISBN 10 : 041543307X ISBN 13 : 9780415433075
Editeur : Routledge, 2008

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2008
Langue
anglais
ISBN 10 
041543307X
ISBN 13 
9780415433075
Reliure
Relié
Nombre de pages
288
Coordonnées du fabricant
non disponible
Personne responsable
GPSR Kontakt
gpsr@libri.de

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