Business & Economics Books:

Managing and Marketing Radical Innovations

Marketing New Technology
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$426.00
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  • Around 11-21 June using International Courier

Description

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.

Author Biography:

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.
Release date NZ
February 7th, 2008
Audience
  • Professional & Vocational
Illustrations
7 Tables, black and white; 59 Line drawings, black and white; 11 Halftones, black and white; 70 Illustrations, black and white
Pages
288
Dimensions
156x234x17
ISBN-13
9780415433075
Product ID
2585904

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