Innovation and strategy:
Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achievin...
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Bingley, U.K.
Emerald Publishing Limited
2018
|
| Schriftenreihe: | Review of marketing research
v. 15 |
| Schlagworte: | |
| Online-Zugang: | DE-634 DE-1043 DE-M347 DE-523 DE-91 DE-473 DE-19 DE-355 DE-703 DE-20 DE-706 DE-824 DE-29 DE-739 DE-1046 Volltext |
| Zusammenfassung: | Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy. Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance |
| Beschreibung: | Includes index |
| Beschreibung: | 1 Online-Ressource (xxi, 348 Seiten) |
| ISBN: | 9781787548282 |
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Datensatz im Suchindex
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| spelling | Innovation and strategy edited by Rajan Varadarajan, Satish Jayachandran Bingley, U.K. Emerald Publishing Limited 2018 2018 1 Online-Ressource (xxi, 348 Seiten) txt rdacontent c rdamedia cr rdacarrier Review of marketing research v. 15 Includes index Prelims -- Conceptual papers -- Empirical papers -- Index Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy. Product innovations play a central role in various strategic marketing contexts such as meeting consumers' needs and wants, responding to changes in consumers' preferences, shaping consumers' preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors' offerings, neutralizing the effects of competitors' actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance Business & Economics Marketing Sales & marketing Marketing Product management Innovation (DE-588)4027089-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s Innovation (DE-588)4027089-0 s DE-604 Jayachandran, Satish edt Varadarajan, Rajan edt Erscheint auch als Druckausgabe 9781787548299 https://www.emerald.com/insight/publication/doi/10.1108/S1548-6435201815 Verlag URL des Erstveröffentlichers Volltext |
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| title_short | Innovation and strategy |
| title_sort | innovation and strategy |
| topic | Business & Economics Marketing Sales & marketing Marketing Product management Innovation (DE-588)4027089-0 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Business & Economics Sales & marketing Marketing Product management Innovation Marketingstrategie |
| url | https://www.emerald.com/insight/publication/doi/10.1108/S1548-6435201815 |
| work_keys_str_mv | AT jayachandransatish innovationandstrategy AT varadarajanrajan innovationandstrategy |