Description
| Product ID: | 9780415619479 |
| Product Form: | Paperback / softback |
| Country of Manufacture: | GB |
| Series: | Routledge Studies in Innovation, Organizations and Technology |
| Title: | Managing and Marketing Radical Innovations |
| Subtitle: | Marketing New Technology |
| Authors: | Author: Birgitta Sandberg |
| Page Count: | 272 |
| Subjects: | Management and management techniques, Management & management techniques |
| 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. 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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| Imprint Name: | Routledge |
| Publisher Name: | Taylor & Francis Ltd |
| Country of Publication: | GB |
| Publishing Date: | 2011-01-27 |
