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Innovation and Strategy.
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Place of publication not identified] :
Emerald Publishing : Emerald Publishing Limited,
2018.
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| Edición: | First edition. |
| Colección: | Review of marketing research ;
vol. 15. |
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- FRONT COVER; INNOVATION AND STRATEGY; CONTENTS; EDITORIAL ADVISORY BOARD; ABOUT THE GUEST EDITORS AND AUTHORS; Guest Editors; Authors; Introduction; INTRODUCTION; Overview; Publication Mission; Chapters in This Volume; CONCEPTUAL PAPERS; STRATEGIC DECISION MAKING IN AN INFORMATION-RICH ENVIRONMENT: A SYNTHESIS AND AN ORGANIZING FRAMEWORK FOR INNOVATION RESEARCH; Explicating the Meanings of Strategy, Marketing Strategy, and Strategic Decision Making; Making Strategic Decisions in the Era of Big Data; Strategic Decision Making in an Information-Rich Environment.
- Innovation and Strategic Decision Making in an Information-Rich EnvironmentFuture Research Directions; Conclusion; Notes; References; SUCCESSIVE INNOVATION IN DIGITAL AND PHYSICAL PRODUCTS: SYNTHESIS, CONCEPTUAL FRAMEWORK, AND RESEARCH DIRECTIONS; Introduction; Successive Innovation: Review of Relevant Literature; Literature Review Procedures; Successive Innovation: Emerging Insights from a Fragmented Literature; Successive Innovation: Relevant Literature over Time; Successive Innovation: Thematic Foci in Relevant Literature; Successive Innovation: Toward a Conceptual Framework.
- Understanding Successive Innovation across Digital and Physical Product DomainsCoexistence of Successive Product Generations; Embeddedness of Successive Product Generations in Platforms and Ecosystems; Adoption Controllability of Successive Product Generations; Future Research Directions; Future Research Directions Relating to Coexistence of Successive Innovation Generations; Future Research Directions Relating to Embeddedness of Successive Innovation Generations; Future Research Directions Relating to Adoption Controllability in Successive Innovation Generations; Conclusion; Notes.
- Future Research Directions: A Strategic Perspective on Customer Involvement in InnovationAn Integrated Conceptualization of Customer Involvement in Innovation; A Strategic Perspective of Customer Involvement in Innovation; Managing Customer Involvement in Innovation; Connecting Research from the Customer's and the Firm's Perspectives; Applying Existing Theories to Enhance Theoretical Development on CII; Conclusion; Notes; References; ASSESSING THE RELATIVE IMPACT OF MAJOR SOURCES OF INNOVATION ON THE BRAND EQUITY OF A FIRM; Introduction; Related Research and Motivation; Innovation.