Managing and marketing radical innovations: marketing new technology
Auteur :
Sandberg, Birgitta
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415433075
Date de publication :
7 févr. 2008
Dimensions :
23,4 x 15,6 cm
Poids :
566 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.