{"product_id":"managing-and-marketing-radical-innovations","title":"Managing and Marketing Radical Innovations","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","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54240369148248,"sku":"9780415433075","price":198.4,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780415433075_672a225a-9fc6-4ab5-97ad-0ed384771759.jpg?v=1769828464","url":"https:\/\/agendabookshop.com\/products\/managing-and-marketing-radical-innovations","provider":"Agenda Bookshop","version":"1.0","type":"link"}