Managing and Marketing Radical Innovations: Marketing New Technology
- ISBN-10
- 1134081308
- ISBN-13
- 9781134081301
- Category
- Business & Economics
- Pages
- 288
- Language
- English
- Published
- 2008-02-07
- Publisher
- Routledge
- Author
- Birgitta Sandberg
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
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- 2008-02-07
- 286 pages
- Paperback
- Routledge
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