Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Innovation and Strategy

Innovation and Strategy

Varadarajan, Rajan
Jayachandran, Satish
Malhotra, Naresh K.

Hardcover

Series: Review of Marketing Research, Book 15

Business GeneralEconomicsMarketing

ISBN10: 1787548295
ISBN13: 9781787548299
Publisher: Emerald Pub Ltd
Published: Jun 29 2018
Pages: 376
Weight: 1.40
Height: 1.00 Width: 6.20 Depth: 9.10
Language: English
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.

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