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.

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Grouping Information

Grouped Work ID 84c37149-d7a6-7a97-e2f6-3c4f1a067ab7
Grouping Title managing and marketing radical innovations marketing new technology
Grouping Author sandberg birgitta
Grouping Category book
Last Grouping Update 2018-08-06 04:40:45AM
Last Indexed 2018-09-22 05:02:01AM

Solr Details

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primary_isbn 9780203930489
publishDate 2008
record_details external_econtent:ils:.b12957628|eBook|eBook||English|Routledge,|2008.|xiv, 271 pages : illustrations ; 25 cm.
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series Routledge studies in innovation organization and technology
series_with_volume Routledge studies in innovation organization and technology|8
title_display Managing and marketing radical innovations : marketing new technology
title_full Managing and marketing radical innovations : marketing new technology / Birgitta Sandberg
title_short Managing and marketing radical innovations :
title_sub marketing new technology