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  • © 2015

Adoption of Innovation

Balancing Internal and External Stakeholders in the Marketing of Innovation

Editors:

(view affiliations)
  • Brings together current management research on innovation and marketing

  • Establishes crucial practical linkages between both fields

  • Concentrates on managing expectations of both external and internal stakeholders?

  • Includes supplementary material: sn.pub/extras

Buying options

eBook
USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-14523-5
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 139.99
Price excludes VAT (USA)
Hardcover Book
USD 179.99
Price excludes VAT (USA)

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Table of contents (12 chapters)

  1. Front Matter

    Pages i-vi
  2. Corporate Prediction Markets for Innovation Management

    • Christian Franz Horn, Björn Sven Ivens
    Pages 11-23
  3. Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument

    • Mohammadali Zolfagharian, Audhesh K. Paswan
    Pages 57-73
  4. Institutions and Collaborative Innovation

    • Chander Velu
    Pages 95-108
  5. Organizing Open Innovation for Sustainability

    • Paul T. M. Ingenbleek, Gé B. C. Backus
    Pages 109-131
  6. Vision and Radical Innovation: A Typology

    • Susan E. Reid
    Pages 133-153
  7. Innovating the Business Model: The Case of Space

    • Alessandra Vecchi, Louis Brennan
    Pages 155-180
  8. Real Options Reasoning and Innovative Performance in the Context of Dynamic Capabilities

    • Asghar Afshar Jahanshahi, Stephen X. Zhang
    Pages 181-196
  9. Back Matter

    Pages 223-230

About this book

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

Reviews

“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)

Editors and Affiliations

  • The Mads Clausen Institute, University of Southern Denmark, Sønderborg, Denmark

    Alexander Brem

  • Business Policy Department, EADA Business School, Barcelona, Spain

    Éric Viardot

About the editors

Alexander Brem is Professor of Technology and Innovation Management at the University of Southern Denmark . Moreover, he is the founder and partner of VEND consulting GmbH, Nuremberg. His current research interests include idea and innovation management, technology management and entrepreneurship. He is author of several journal articles and books, as well as reviewer and editorial board member of various international journals, such as Technovation and the International Journal of Innovation Management.

Eric Viardot is Professor of Marketing and Strategy at EADA Business School in Barcelona, Spain. Before joining academia, he worked in different management positions for Hewlett-Packard, MSF, and Bain & Company in Europe, Asia and North America. He has published various books and articles on strategic management and marketing with a strong focus on Technology and Innovation Management. He is the co-editor of the International Journal of Technology Marketing along with Alexander Brem. Eric is also an active consultant and trainer, and has worked with several major multinational corporations.

Bibliographic Information

Buying options

eBook
USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-319-14523-5
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 139.99
Price excludes VAT (USA)
Hardcover Book
USD 179.99
Price excludes VAT (USA)