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Managing and Marketing Radical Innovations

Managing and Marketing Radical Innovations

Birgitta Sandberg

301,67 €
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Editorial:
Taylor & Francis Ltd
Año de edición:
2008
Materia
Empresa y gestión
ISBN:
9780415433075

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This book focuses 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 proactivity in five firms.

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  • Managing and Marketing Radical Innovations
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    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 demo...
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