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Rajan Varadarajan Innovation and Strategy (Hardback)
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Item specifics
- Condition
- Book Title
- Innovation and Strategy
- Publication Name
- Innovation and Strategy
- Title
- Innovation and Strategy
- Contributor
- Naresh K. Malhotra (Edited by)
- Format
- Hardcover
- EAN
- 9781787548299
- ISBN
- 9781787548299
- Publisher
- Emerald Publishing The Limited
- Genre
- Business & Finance
- Release Year
- 2018
- Release Date
- 29/06/2018
- Language
- English
- Country/Region of Manufacture
- GB
- Item Height
- 229mm
- Item Length
- 9in
- Item Weight
- 22.2 Oz
- Series
- Review of Marketing Research Ser.
- Publication Year
- 2018
- Type
- Textbook
- Item Width
- 6in
- Number of Pages
- 376 Pages
About this product
Product Information
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.
Product Identifiers
Publisher
Emerald Publishing The Limited
ISBN-10
1787548295
ISBN-13
9781787548299
eBay Product ID (ePID)
242711672
Product Key Features
Publication Name
Innovation and Strategy
Format
Hardcover
Language
English
Publication Year
2018
Series
Review of Marketing Research Ser.
Type
Textbook
Number of Pages
376 Pages
Dimensions
Item Length
9in
Item Width
6in
Item Weight
22.2 Oz
Additional Product Features
Series Volume Number
15
Lc Classification Number
Hf5410-5417.5
Reviews
The ten papers in this volume shed light on how companies compete in their chosen markets through innovations of product, process, or business model. The five conceptual papers assess different sources of innovation affecting a firm's brand equity, propose a taxonomy for strategic decision making, and define different types of innovation. Five empirical papers present a framework delineating market information determinants and new market outcomes of market foresight, explore customers' willingness to pay for design attributes, and examine the business performance outcomes of market orientation culture and behaviors.
Table of Content
Chapter 1. Strategic Decision Making in an Information-Rich Environment: A Synthesis and an Organizing Framework for Innovation Research; Neeraj Bharadwaj Chapter 2. Successive Innovations in Digital and Physical Products: Literature Review, Conceptual Framework, and Future Research Directions; Jelena Spanjol, Yazhen Xiao and Lisa Welzenbach Chapter 3. Customer Involvement in Innovation: A Review of Literature and Future Research Directions; Anna Shaojie Cui and Fang Wu Chapter 4. Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm; V. Kumar, Ankit Anand and Nandini Nim Chapter 5. Innovation, Innovation Strategy and Strategic Innovation; Rajan Varadarajan Chapter 6. Market Foresight and New Product Outcomes; Mike McCardle, J. Chris White and Roger Calantone Chapter 7. Design, Emotions and Willingness to Pay; Ravindra Chitturi Chapter 8. Design Orientation and New Product Performance; Raji Srinivasan and Gary L. Lilien Chapter 9. The Business Performance Outcomes of Market Orientation Culture and Behaviors; Neil A. Morgan and Douglas W. Vorhies Chapter 10. Drivers of Performance of Privately Owned, Rapid-Growth Firms: A Reconceptualization of the Trust-Commitment Model of Relationship Marketing; Peggy Cunningham
Copyright Date
2018
Target Audience
Scholarly & Professional
Topic
Marketing / General, Customer Relations, Strategic Planning, Marketing / Research
Lccn
2018-418292
Dewey Decimal
658.8
Dewey Edition
23
Genre
Business & Economics
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eBay item number:235203738755
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