Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology)

✍ Scribed by Birgit Sandberg

• Year: 2008
• Tongue: English
• Leaves: 286
• Edition: 1
• Category: Library

✦ 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.  

✦ Table of Contents

Book Cover......Page 1
Title......Page 4
Copyright......Page 5
Contents......Page 6
Figures......Page 8
Tables......Page 11
Preface......Page 12
Acknowledgments......Page 14
1 Introduction......Page 16
2 Proactiveness in the firm......Page 31
3 Proactiveness toward customers......Page 48
4 Developing radical innovations......Page 67
5 Customer-related proactiveness in the case innovations......Page 97
6 A modified framework of customer-related proactiveness during the development process......Page 222
7 Conclusions......Page 231
8 Summary......Page 241
Appendix 1: Glossary of key concepts as defined in this study......Page 243
Appendix 2: List of interviews, discussions and correspondence......Page 245
Appendix 3: The most important publications utilized to complement the case descriptions......Page 247
Appendix 4: The most important publications utilized in the case selection......Page 252
Notes......Page 254
Bibliography......Page 259
Index......Page 281

✦ Subjects

Финансово-экономические дисциплины;Инновации;Маркетинг инноваций;