Adoption of Innovation | Balancing Internal and External Stakeholders in the Marketing of Innovation

Éric Viardot (u. a.)

ISBN 10: 3319343874 / ISBN 13: 9783319343877

Published by Springer International Publishing, 2016

About this Item

Adoption of Innovation | Balancing Internal and External Stakeholders in the Marketing of Innovation | Éric Viardot (u. a.) | Taschenbuch | vi | Englisch | 2016 | Springer International Publishing | EAN 9783319343877 | Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu Print on Demand.

Seller Inventory # 102876689

Bibliographic Details

• Title: Adoption of Innovation | Balancing Internal and External Stakeholders in the Marketing of Innovation
• Publisher: Springer International Publishing
• Publication Date: 2016
• Language: English
• ISBN 10: 3319343874
• ISBN 13: 9783319343877
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 235W x 155H x 13D millimeters 235 millimeters width by 155 millimeters height by 13 millimeters depth
• Weight: 365 grams
• Seller catalogs:
  • Bücher

About this title

Synopsis

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.

About the Author

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.