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Kundenorientierung Bei Hochgradigen Innovationen

Kundenorientierung Bei Hochgradigen Innovationen

Fee Steinhoff

83,51 €
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Editorial:
Springer Nature B.V.
Año de edición:
2006
Materia
Ventas y marketing
ISBN:
9783835006409
83,51 €
IVA incluido
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Sobre IBD

Fee Steinhoff analysiert die Erfolgsrelevanz der Kundenorientierung bezogen auf konkrete Aktivitäten der Innovationsmarktforschung, Kundenintegration und Marktvorbereitung. Die Ergebnisse einer empirischen Untersuchung von 103 hochgradigen Innovationsprojekten zeigen, dass die Intensität der Kundenorientierung sich entscheidend auf den Erfolg auswirkt und dass die Kundenorientierung eine um so wichtigere Rolle spielt, je umwälzender die Innovation ist.

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