Managing And Marketing Radical Innovations: Marketing New Technology (routledge Studies In Innovation, Organization And Technology)

Managing and Marketing Radical Innovations This book responds to a growing demand in the academic community for a focus on customer-related proactive behavior in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. Unlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea-generation stage, and Sandberg introduces a new way of describing a firm’s proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer-related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side. This book will be of great interest to students and researchers engaged with radical innovation and market creation as well as those taking courses in Innovation Management. Birgitta Sandberg is Assistant Professor in International Business and coordinator of the Global Innovation Management Masters Degree Programme at the Turku School of Economics, Finland. Routledge studies in innovation, organization and technology 1 Innovation in the U.S. Service Sector Michael P. Gallaher, Albert N. Link and Jeffrey E. Petrusa 2 Information and Communications Technologies in Society E-living in a digital Europe Edited by Ben Anderson, Malcolm Brynin and Yoel Raban 3 The Innovative Bureaucracy Bureaucracy in an age of fluidity Alexander Styhre 4 Innovations and Institutions An institutional perspective on the innovative efforts of banks and insurance companies Patrick Vermeulen and Jorg Raab 5 Knowledge and Innovation in Business and Industry The importance of using others Edited by Håkan Håkansson and Alexandra Waluszewski 6 Knowledge and Innovation A comparative study of the USA, the UK and Japan Helen Brown 7 Industrial Innovation in Japan Edited by Takuji Hara, Norio Kambayashi and Noboru Matsushima 8 Managing and Marketing Radical Innovations Marketing new technology Birgitta Sandberg Managing and Marketing Radical Innovations Marketing new technology Birgitta Sandberg First published 2008 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New York, NY 10016 This edition published in the Taylor & Francis e-Library, 2008. “To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.” Routledge is an imprint of the Taylor & Francis Group, an informa business © 2008 Birgitta Sandberg All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Pu