Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation

von Springer International Publishing
Zustand: Neu
CHF 172.75
inklusive MwSt. - GRATIS LIEFERUNG
Springer International Publishing Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation
Springer International Publishing - Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation

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Beschreibung

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations.


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.

Weitere Informationen

Anmerkung Illustrationen:
20 schwarz-weiße Abbildungen, Bibliographie
Bemerkungen:

Brings together current management research on innovation and marketing


Establishes crucial practical linkages between both fields


Concentrates on managing expectations of both external and internal stakeholders

Medientyp:
Buch gebunden
Verlag:
Springer International Publishing
Biografie:

Alexander Brem is Professor of Technology and Innovation Management at the University of Southern Denmark . Moreover, he is the founder and partner of VEND consulting GmbH, Nuremberg. His current research interests include idea and innovation management, technology management and entrepreneurship. He is author of several journal articles and books, as well as reviewer and editorial board member of various international journals, such as Technovation and the International Journal of Innovation Management.


Eric Viardot is Professor of Marketing and Strategy at EADA Business School in Barcelona, Spain. Before joining academia, he worked in different management positions for Hewlett-Packard, MSF, and Bain & Company in Europe, Asia and North America. He has published various books and articles on strategic management and marketing with a strong focus on Technology and Innovation Management. He is the co-editor of the International Journal of Technology Marketing along with Alexander Brem. Eric is also an active consultant and trainer, and has worked with several major multinational corporations.

Rezension:
"The book offers readers that are interested in a certain area of innovation an effective way of embracing different facets of it. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders (internal and external), adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book. ... These qualities help in constructing a contemporary book that provides insight to practitioners and theoreticians of marketing." (Gökhan Aydin, Turkish Economic Review, Vol. 2 (3), September, 2015)
Sprache:
Englisch
Seitenanzahl:
230

Stammdaten

Produkttyp:
Buch Gebunden
Verpackungsabmessungen:
0.242 x 0.158 x 0.018 m; 0.4 kg
GTIN:
09783319145228
DUIN:
OCV9JBRKEAV
Herstellerartikelnummer:
15 black & white illustrations
CHF 172.75
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