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

Book 7 of 90: Routledge Studies in Innovation, Organizations and Technology

Sandberg, Birgitta

 
9780415619479: Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organizations and Technology)
Softcover
ISBN 10: 0415619475 ISBN 13: 9780415619479
Publisher: Routledge, 2011

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.

"synopsis" may belong to another edition of this title.

About the Author

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.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2011
Language
English
ISBN 10 
0415619475
ISBN 13 
9780415619479
Binding
Paperback
Edition number
1
Number of pages
288