Innovation and Strategy
Rajan Varadarajan · Satish Jayachandran · Naresh K. Malhotra
jun 2018 · Emerald Group Publishing
Libro electrónico
376
Páginas
family_home
Apto
info
reportLas calificaciones y opiniones no están verificadas. Más información
Acerca de este libro electrónico
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.
Acerca del autor
Dr. Rajan Varadarajan is University Distinguished Professor and Distinguished Professor of Marketing, Regents Professor, and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interests are strategic marketing, innovation and environmental sustainability. Dr Satish Jayachandran (Ph.D., Texas A&M University) is the James F. Kane Professor of Business and Professor of Marketing at the Darla Moore School of Business. He is currently serving as the chair of the Department of Marketing. His research is in the area of marketing strategy.
Califica este libro electrónico
Cuéntanos lo que piensas.
Información de lectura
Smartphones y tablets
Instala la app de Google Play Libros para Android y iPad/iPhone. Como se sincroniza de manera automática con tu cuenta, te permite leer en línea o sin conexión en cualquier lugar.
Laptops y computadoras
Para escuchar audiolibros adquiridos en Google Play, usa el navegador web de tu computadora.
Lectores electrónicos y otros dispositivos
Para leer en dispositivos de tinta electrónica, como los lectores de libros electrónicos Kobo, deberás descargar un archivo y transferirlo a tu dispositivo. Sigue las instrucciones detalladas que aparecen en el Centro de ayuda para transferir los archivos a lectores de libros electrónicos compatibles.
