Managing and Marketing Radical Innovations: Marketing New Technology, 1st Edition (Hardback) book cover

Managing and Marketing Radical Innovations

Marketing New Technology, 1st Edition

By Birgitta Sandberg


288 pages | 70 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9780415619479
pub: 2011-01-27
SAVE ~$11.99
Hardback: 9780415433075
pub: 2008-02-07
SAVE ~$39.00

FREE Standard Shipping!


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

1. Introduction

2. Proactiveness in the Firm

3. Proactiveness Towards Customers

4. Developing Radical Innovations

5. Customer Related Proactiveness in the Case Innovations

6. A Modified Framework of Customer Related Proactiveness During the Development Process

7. Conclusions

8. Summary


Appendix 1: Glossary of Key Concepts as Defined in this Study

Appendix 2: List of Interviews, Discussions and Correspondence

Appendix 3: The Most Important Publications Utilized to Complement the Case Descriptions

Appendix 4: The Most Important Publications Utilized in the Case Selection

About the Author

Birgitta Sandberg is Assistant Professor in International Business and coordinator of the Global Innovation Management Masters Degree Programme at the Turku School of Economics, Finland.

About the Series

Routledge Studies in Innovation, Organizations and Technology

This innovative series explores the role of innovation and innovation management and technological advances from an organizational perspective. This series brings together theories from a wide range of individual disciplines and examines both the internal understanding and management and also an external, shareholder perspective. Routledge Studies in Innovation, Organizations and Technology (RIOT!) features cutting -edge research addressing all the major issues in business and management today, helping to define and advance the field.

Learn more…

Subject Categories

BISAC Subject Codes/Headings: