Del 0 - Routledge Studies in Innovation, Organizations and Technology

Managing and Marketing Radical Innovations

Marketing New Technology

Häftad, Engelska, 2011

AvBirgitta Sandberg

909 kr

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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.

Produktinformation

Utgivningsdatum2011-01-27
Mått156 x 234 x 24 mm
Vikt500 g
FormatHäftad
SpråkEngelska
SerieRoutledge Studies in Innovation, Organizations and Technology
Antal sidor272
FörlagTaylor & Francis Ltd
ISBN9780415619479

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1. Introduction 2. Proactiveness in the Firm 3. Proactiveness Towards Customers 4. Developing Radical Innovations 5. Customer Related Proactiveness in the Case Innovations 6. A Modified Framework of Customer Related Proactiveness During the Development Process 7. Conclusions 8. Summary Bibliography Appendix 1: Glossary of Key Concepts as Defined in this Study Appendix 2: List of Interviews, Discussions and Correspondence Appendix 3: The Most Important Publications Utilized to Complement the Case Descriptions Appendix 4: The Most Important Publications Utilized in the Case Selection

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