Title: Innovation and Marketing in the Video Game Industry : Avoiding the Performance Trap
Publisher: Routledge
Publication Date: 2010
Language: English
ISBN 10: 0566091674
ISBN 13: 9780566091674
Binding: Hardcover
Condition: As New

About this title

Synopsis

Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better innovation strategies and successfully bring new products to market.

The book shows how some video game companies have used radical innovations to attract new customers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. The authors compare product features, marketing strategies, and the supply chain to help better understand this valuable industry.

About the Author

David Wesley is a Research Manager at Northeastern University's College of Business Administration in Boston. His award-winning case studies on companies like Adidas, Hewlett-Packard, and Nintendo have appeared in numerous management textbooks and have been consistently ranked among the best-selling cases at Harvard Business School Publishing and Ivey Publishing. Dr. Wesley has a Ph.D. from Northeastern University, an MBA from the Richard Ivey School of Business and a Bachelor of Science from the University of Victoria. Professor Gloria Barczak is Professor and Chair of the marketing department at Northeastern University and former director of the Executive MBA program. She has published over 25 articles and several book chapters in the area of innovation and new product development and was recently recognized as one of the top innovation management scholars in the world by the Journal of Product Innovation Management. She is also a member of the Editorial Board of the Journal of Product Innovation Management, IEEE Transactions on Engineering Management, and Creativity and Innovation Management.

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