Managing and Marketing Radical Innovations Marketing New Technology [Hardcover]

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 firms 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.

 

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

Birgitta Sandbergis Assistant Professol³3