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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation de Alexander Brem

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

Editat de Alexander Brem, Éric Viardot
en Limba Engleză Hardback – 21 apr 2015
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.
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Specificații

ISBN-13: 9783319145228
ISBN-10: 3319145223
Pagini: 350
Ilustrații: VI, 230 p. 35 illus., 20 illus. in color.
Dimensiuni: 155 x 235 x 20 mm
Greutate: 0.51 kg
Ediția:2015
Editura: Springer International Publishing
Colecția Springer
Locul publicării:Cham, Switzerland

Public țintă

Research

Cuprins

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?.

Recenzii

“The book offers readers that are interested in acertain area of innovation an effective way of embracing different facets ofit. These varied research areas revealed throughout the chapters including butnot limited to innovation and stakeholders (internal and external), adoption ofinnovation, business model innovations, vision and innovation can be consideredthe primary strength of the book. … These qualities help in constructing acontemporary book that provides insight to practitioners and theoreticians ofmarketing.” (Gökhan Aydin, Turkish Economic Review, Vol. 2 (3), September,2015)

Notă biografică

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.

Textul de pe ultima copertă

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.

Caracteristici

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? Includes supplementary material: sn.pub/extras