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Managing and Marketing Radical Innovations: Marketing New Technology - Brossura

Libro 7 di 90: Routledge Studies in Innovation, Organizations and Technology

Sandberg, Birgitta

 
9780415619479: Managing and Marketing Radical Innovations: Marketing New Technology
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ISBN 10: 0415619475 ISBN 13: 9780415619479
Casa editrice: Routledge, 2011

Sinossi

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

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.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Routledge
Data di pubblicazione
2011
Lingua
Inglese
ISBN 10 
0415619475
ISBN 13 
9780415619479
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
288
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania