Managing and Marketing Radical Innovations
Marketing New Technology
Series: Routledge Studies in Innovation, Organizations and Technology; 8;
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Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 7 February 2008
- ISBN 9780415433075
- Binding Hardback
- No. of pages288 pages
- Size 234x156 mm
- Weight 566 g
- Language English
- Illustrations 70 Illustrations, black & white; 11 Halftones, black & white; 59 Line drawings, black & white; 7 Tables, black & white 0
Categories
Short description:
This book focuses 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 proactivity in five firms.
MoreLong 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.
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Table of Contents:
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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