Managing and Marketing Radical Innovations by Birgitta Sandberg
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Managing and Marketing Radical Innovations
By Birgitta Sandberg

Managing and Marketing Radical Innovations

Marketing New Technology

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Format: Hardback

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Managing and Marketing Radical Innovations by Birgitta Sandberg

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.

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Book Details

ISBN: 9780415433075
ISBN-10: 041543307X
Format: Hardback
(234mm x 156mm x 17mm)
Pages: 288
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 7-Feb-2008
Country of Publication: United Kingdom

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Author Biography - Birgitta Sandberg

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.

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