Abstract
The need to innovate is both obvious and necessary to accommodate the changes needed by our economic and social systems. Innovation demands risk-taking and in-turn effective strategic planning. Three dimensions would seem useful in developing a frame of reference for planning. These are the ratio of change and the component structure of the usage gap for the type of innovation that can be superimposed on the third dimension — a consumer-industrial dichotomy.
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References
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© 2015 Academy of Marketing Science
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Dodge, H.R. (2015). Innovations and Industrial Marketing Strategy. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_19
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DOI: https://doi.org/10.1007/978-3-319-10966-4_19
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