Adoption of innovation [electronic resource] : balancing internal and external stakeholders in the marketing of innovation / Alexander Brem, Éric Viardot, editors.
Brem, Alexander, editor.; Viardot, Eric, editor.
2015
HD45 .A35 2015eb
Available Online

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Title Adoption of innovation [electronic resource] : balancing internal and external stakeholders in the marketing of innovation / Alexander Brem, Éric Viardot, editors.
ISBN 9783319145235 electronic book
3319145231 electronic book
9783319145228
DOI https://doi.org/10.1007/978-3-319-14523-5
Published Cham : Springer, 2015.
Language English
Description 1 online resource (vi, 230 pages) : illustrations.
Item Number 10.1007/978-3-319-14523-5 doi
Call Number HD45 .A35 2015eb
Dewey Decimal Classification 658.4/062
Summary 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.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed April 14, 2015).
Added Author Brem, Alexander, editor.
Viardot, Eric, editor.
Available in Other Form Adoption of innovation : balancing internal and external stakeholders in the marketing of innovation.
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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?.

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