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Adoption of Innovation

Balancing Internal and External Stakeholders in the Marketing of Innovation

  • Alexander Brem
  • Éric Viardot

Table of contents

  1. Front Matter
    Pages i-vi
  2. Christian Franz Horn, Björn Sven Ivens
    Pages 11-23
  3. Mohammadali Zolfagharian, Audhesh K. Paswan
    Pages 57-73
  4. Chander Velu
    Pages 95-108
  5. Paul T. M. Ingenbleek, Gé B. C. Backus
    Pages 109-131
  6. Susan E. Reid
    Pages 133-153
  7. Alessandra Vecchi, Louis Brennan
    Pages 155-180
  8. Asghar Afshar Jahanshahi, Stephen X. Zhang
    Pages 181-196
  9. Back Matter
    Pages 223-230

About this book

Introduction

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.

Keywords

Innovation Innovation diffusion Marketing R&D Stakeholder management Technology marketing

Editors and affiliations

  • Alexander Brem
    • 1
  • Éric Viardot
    • 2
  1. 1.The Mads Clausen InstituteUniversity of Southern DenmarkSønderborgDenmark
  2. 2.Business Policy DepartmentEADA Business SchoolBarcelonaSpain

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-14523-5
  • Copyright Information Springer International Publishing Switzerland 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-14522-8
  • Online ISBN 978-3-319-14523-5
  • Buy this book on publisher's site
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