Skip to Content

Managing and Marketing Radical Innovations

Marketing New Technology

By Birgitta Sandberg

Routledge – 2008 – 272 pages

Series: Routledge Studies in Innovation, Organizations and Technology

Purchasing Options:

  • Add to CartPaperback: $49.95
    978-0-415-61947-9
    January 26th 2011
  • Add to CartHardback: $180.00
    978-0-415-43307-5
    February 7th 2008

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.

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

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

Author Bio

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.

Name: Managing and Marketing Radical Innovations: Marketing New Technology (Paperback)Routledge 
Description: By Birgitta Sandberg. 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...
Categories: Marketing, Management of Technology, Innovation Management