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Managing and Marketing Radical Innovations: Marketing New Technology
Hardcover
Series: Routledge Studies in Innovation, Organizations and Technolog
ISBN13: 9780415433075
Publisher: Routledge
Published: Mar 1 2008
Pages: 288
Weight: 1.28
Height: 0.69 Width: 6.14 Depth: 9.21
Language: English
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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