1st Edition
Managing and Marketing Radical Innovations Marketing New Technology
By Birgitta Sandberg
Copyright 2008
286 Pages
70 B/W Illustrations
by
Routledge
288 Pages
70 B/W Illustrations
by
Routledge
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... Read more
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 Bibliography 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
Biography
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.
