Overview

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix. Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.

Full Product Details

Author:   Alexander Brem ,  Éric Viardot
Publisher:   Springer International Publishing AG
Imprint:   Springer International Publishing AG
Edition:   Softcover reprint of the original 1st ed. 2015
Dimensions:   Width: 15.50cm , Height: 1.30cm , Length: 23.50cm
Weight:   3.635kg
ISBN:  

9783319343877

ISBN 10:   3319343874
Pages:   230
Publication Date:   07 October 2016
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Adoption of Innovation - Balancing Internal and External Stakeholders in the Marketing of Innovation.- Corporate Prediction Markets for Innovation Management.- Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools.- Social Cognitive Theory and the Technology Acceptance Model in the Cloud Computing Context: The Role of Social Networks, Privacy Concerns and Behavioural Advertising.- Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument.- Building Innovative Competitive Advantage in the Mind of Customers.- Institutions and Collaborative Innovation.- Organizing Open Innovation for Sustainability.- Visions and Radical Innovation: A Typology.- Innovating the Business Model: The Case of Space.- Real Options Reasoning and Innovative Performance in the Context of Dynamic Capabilities.- Uncovering Driving Forces for Better Product Innovation: Have Russian Firms Learned to Balance the Focus on Internal and External Partner?.

Reviews

The book offers readers that are interested in a certain area of innovation an effective way of embracing different facets of it. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders (internal and external), adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book. ... These qualities help in constructing a contemporary book that provides insight to practitioners and theoreticians of marketing. (Gokhan Aydin, Turkish Economic Review, Vol. 2 (3), September, 2015)

The book offers readers that are interested in a certain area of innovation an effective way of embracing different facets of it. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders (internal and external), adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book. ... These qualities help in constructing a contemporary book that provides insight to practitioners and theoreticians of marketing. (Goekhan Aydin, Turkish Economic Review, Vol. 2 (3), September, 2015)

Author Information

Alexander Brem is Professor of Technology and Innovation Management at the University of Southern Denmark . Moreover, he is the founder and partner of VEND consulting GmbH, Nuremberg. His current research interests include idea and innovation management, technology management and entrepreneurship. He is author of several journal articles and books, as well as reviewer and editorial board member of various international journals, such as Technovation and the International Journal of Innovation Management. Eric Viardot is Professor of Marketing and Strategy at EADA Business School in Barcelona, Spain. Before joining academia, he worked in different management positions for Hewlett-Packard, MSF, and Bain & Company in Europe, Asia and North America. He has published various books and articles on strategic management and marketing with a strong focus on Technology and Innovation Management. He is the co-editor of the International Journal of Technology Marketing along with Alexander Brem. Eric is also an active consultant and trainer, and has worked with several major multinational corporations.

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