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Adoption of Innovation

Balancing Internal and External Stakeholders in the Marketing of Innovation

Editors: Brem, Alexander, Viardot, Eric (Eds.)

  • 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​
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Buy this book

eBook 107,09 €
price for Spain (gross)
  • ISBN 978-3-319-14523-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-319-14522-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-319-34387-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

About the authors

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.

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)


Table of contents (12 chapters)

  • Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

    Brem, Alexander (et al.)

    Pages 1-10

    Preview Buy Chapter 30,19 €
  • Corporate Prediction Markets for Innovation Management

    Horn, Christian Franz (et al.)

    Pages 11-23

    Preview Buy Chapter 30,19 €
  • Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools

    Agarwal, Sharad (et al.)

    Pages 25-42

    Preview Buy Chapter 30,19 €
  • Social Cognitive Theory and the Technology Acceptance Model in the Cloud Computing Context: The Role of Social Networks, Privacy Concerns and Behavioural Advertising

    Ratten, Vanessa

    Pages 43-56

    Preview Buy Chapter 30,19 €
  • Customer Co-Production and Service Innovation Characteristics: A Conceptual Argument

    Zolfagharian, Mohammadali (et al.)

    Pages 57-73

    Preview Buy Chapter 30,19 €

Buy this book

eBook 107,09 €
price for Spain (gross)
  • ISBN 978-3-319-14523-5
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-319-14522-8
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 135,19 €
price for Spain (gross)
  • ISBN 978-3-319-34387-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Adoption of Innovation
Book Subtitle
Balancing Internal and External Stakeholders in the Marketing of Innovation
Editors
  • Alexander Brem
  • Eric Viardot
Copyright
2015
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-14523-5
DOI
10.1007/978-3-319-14523-5
Hardcover ISBN
978-3-319-14522-8
Softcover ISBN
978-3-319-34387-7
Edition Number
1
Number of Pages
VI, 230
Number of Illustrations
15 b/w illustrations, 20 illustrations in colour
Topics