[Read and download] Managing and Marketing Radical Innovations: Marketing New Technology (Routledge Studies in Innovation, Organization and Technology)
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 gene...
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