| Edition |
First edition. |
| Description |
1 online resource |
| Series |
Review of marketing research ; vol. 15
|
|
Review of marketing research ; vol. 15.
|
| Contents |
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. |
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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. |
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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. |
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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. |
| Summary |
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. |
| Bibliography |
Includes bibliographical references. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Technological innovations.
|
|
Marketing -- Technological innovations.
|
| Genre/Form |
Electronic books.
|
| Added Author |
Varadarajan, Rajan.
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|
Jayachann, Satish.
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| Other Form: |
Print version: Innovation and Strategy. First edition. [Place of publication not identified] : Emerald Publishing : Emerald Publishing Limited, 2018 1787548295 9781787548299 (OCoLC)1021226366 |
| ISBN |
9781787548282 (electronic bk.) |
|
1787548287 (electronic bk.) |
|
9781787548299 |
|
1787548295 |
|
