Buch, Englisch, 230 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 4794 g
Balancing Internal and External Stakeholders in the Marketing of Innovation
Buch, Englisch, 230 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 4794 g
ISBN: 978-3-319-14522-8
Verlag: Springer International Publishing
If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix.
Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.
Zielgruppe
Research
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation.- Corporate Prediction Markets for Innovation Management.- Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools.- Social Cognitive Theory and the Technology Acceptance Model in the Cloud Computing Context: The Role of Social Networks, Privacy Concerns and Behavioural Advertising.- Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument.- Building Innovative Competitive Advantage in the Mind of Customers.- Institutions and Collaborative Innovation.- Organizing Open Innovation for Sustainability.- Visions and Radical Innovation: A Typology.- Innovating the Business Model: The Case of Space.- Real Options Reasoning and Innovative Performance in the Context of Dynamic Capabilities.- Uncovering Driving Forces for Better Product Innovation: Have Russian Firms Learned to Balance the Focus on Internal and External Partner?.