{"product_id":"9780415619479-managing-and-marketing-radical-innovatio","title":"Managing and Marketing Radical Innovations","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eMarketing New Technology. \u003cp\u003eThis 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.\u003c\/p\u003e. \u003cp\u003eThis book responds to a growing demand in the academic community for a focus 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 this proactivity in five firms engaged in the process. \u003c\/p\u003e\n\u003cp\u003eUnlike 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. \u003c\/p\u003e\n\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":40877214138465,"sku":"9780415619479","price":51.41,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/products\/stand_14645526_jpg.jpg?v=1705533486","url":"https:\/\/www.rarewaves.com\/products\/9780415619479-managing-and-marketing-radical-innovatio","provider":"Rarewaves.com","version":"1.0","type":"link"}