Adoption of Innovation

Balancing Internal and External Stakeholders in the Marketing of Innovation

Alexander Brem editor Eric Viardot editor

Format:Paperback

Publisher:Springer International Publishing AG

Published:7th Oct '16

Currently unavailable, and unfortunately no date known when it will be back

Adoption of Innovation cover

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations.

If ideas need to reach the marketplace, then marketing strategies, concepts and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix.

Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.

“The book offers readers that are interested in a certain area of innovation an effective way of embracing different facets of it. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders (internal and external), adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book. … These qualities help in constructing a contemporary book that provides insight to practitioners and theoreticians of marketing.” (Gökhan Aydin, Turkish Economic Review, Vol. 2 (3), September, 2015)

ISBN: 9783319343877

Dimensions: unknown

Weight: 3635g

230 pages

Softcover reprint of the original 1st ed. 2015