{"product_id":"managing-and-marketing-radical-innovations-birgitta-sandberg-9780415433075","title":"Managing and Marketing Radical Innovations: Marketing New Technology","description":"\u003cp\u003eThis book responds to a growing demand in the academic community for a focus on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies considering the role of this proactivity in five firms engaged in the process. \u003c\/p\u003e\u003cp\u003eUnlike other studies in this area, this book demonstrates that anticipation plays an important role at the idea generation stage and Sandberg introduces a new way of describing a firm's proactivity as a dynamic pattern. Furthermore, the deeper consideration of customer related proactivity contributes to the study of market orientation, which increasingly focuses on the proactive side. \u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Birgitta Sandberg\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 041543307X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780415433075\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/01\/2008\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 288\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.28lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.69d","brand":"Birgitta Sandberg","offers":[{"title":"Hardcover","offer_id":48136085700863,"sku":"9780415433075","price":225.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_6b1c1974-8f71-4094-bff2-d6f54822ecf9.jpg?v=1770160414","url":"https:\/\/www.whiterainbookhouse.com\/products\/managing-and-marketing-radical-innovations-birgitta-sandberg-9780415433075","provider":"WR Book House","version":"1.0","type":"link"}