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Autor: Birgitta Sandberg
ISBN-13: 9781134081301
Einband: EPUB
Seiten: 288
Sprache: Englisch
eBook Typ: Adobe Digital Editions
eBook Format: EPUB
Kopierschutz: Adobe DRM [Hard-DRM]
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Managing and Marketing Radical Innovations

Marketing New Technology
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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.
1
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.

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Autor: Birgitta Sandberg
ISBN-13 :: 9781134081301
ISBN: 1134081308
Verlag: Taylor and Francis
Seiten: 288
Sprache: Englisch
Sonstiges: Ebook, Maximale Downloadanzahl: 6