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Managing and Marketing Radical Innovations 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Sandberg, Birgitta 作者

译者

2008-3 出版日期

288 页数

$ 203.40 价格

丛书系列

9780415433075 图书编码

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Managing and Marketing Radical Innovations 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Managing and Marketing Radical Innovations 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

Managing and Marketing Radical Innovations 在线电子书图书描述

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 firm's 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.

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