1st Edition

Managing and Marketing Radical Innovations
Marketing New Technology

ISBN 9780415619479
Published April 14, 2011 by Routledge
272 Pages 70 B/W Illustrations

USD $62.95

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Book 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.


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

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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.