Managing and marketing radical innovations: marketing new technology

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Publisher:
Routledge,
Pub. Date:
2008.
Language:
English
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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ISBN:
9780203930489
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Grouped Work ID 84c37149-d7a6-7a97-e2f6-3c4f1a067ab7
full_title managing and marketing radical innovations marketing new technology
author sandberg birgitta
grouping_category book
lastUpdate 2017-08-14 05:04:18AM

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publishDate 2008
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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 [electronic resource] : marketing new technology / Birgitta Sandberg
title_short Managing and marketing radical innovations
title_sub marketing new technology