Parametri
- 288pagine
- 11 ore di lettura
Maggiori informazioni sul libro
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.
Acquisto del libro
Managing and Marketing Radical Innovations, Birgitta Sandberg
- Lingua
- Pubblicato
- 2008
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- (Copertina rigida),
- Condizioni del libro
- In ottime condizioni
- Prezzo
- 14,99 €
Metodi di pagamento
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- Titolo
- Managing and Marketing Radical Innovations
- Sottotitolo
- Marketing New Technology
- Lingua
- Inglese
- Autori
- Birgitta Sandberg
- Editore
- Routledge
- Pubblicato
- 2008
- Formato
- Copertina rigida
- Pagine
- 288
- ISBN10
- 041543307X
- ISBN13
- 9780415433075
- Serie
- Tag
- Saggistica, Commercio, Business & Management, Economia, Gestione & HR, Marketing e PR, Sviluppo, Comportamento, etologia, Generazioni e differenze generazionali
- Descrizione
- 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.