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El. knyga: Innovation and Strategy

Edited by (Mays Business School, Texas A&M University, USA), Edited by (Darla Moore School of Business, University of South Carolina, USA), Edited by
  • Formatas: PDF+DRM
  • Serija: Review of Marketing Research
  • Išleidimo metai: 29-Jun-2018
  • Leidėjas: Emerald Publishing Limited
  • Kalba: eng
  • ISBN-13: 9781787548282
Kitos knygos pagal šią temą:
Innovation and StrategyDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Serija: Review of Marketing Research
  • Išleidimo metai: 29-Jun-2018
  • Leidėjas: Emerald Publishing Limited
  • Kalba: eng
  • ISBN-13: 9781787548282
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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 firms market position in presently served product-markets, differentiating the firms 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.

Recenzijos

The ten papers in this volume shed light on how companies compete in their chosen markets through innovations of product, process, or business model. The five conceptual papers assess different sources of innovation affecting a firms brand equity, propose a taxonomy for strategic decision making, and define different types of innovation. Five empirical papers present a framework delineating market information determinants and new market outcomes of market foresight, explore customers willingness to pay for design attributes, and examine the business performance outcomes of market orientation culture and behaviors. -- Annotation ©2018 * (protoview.com) *

Chapter
1. Strategic Decision Making in an Information-Rich Environment:
A Synthesis and an Organizing Framework for Innovation Research; Neeraj
Bharadwaj
 Chapter
2. Successive Innovations in Digital and Physical Products:
Literature Review, Conceptual Framework, and Future Research Directions;
Jelena Spanjol, Yazhen Xiao and Lisa Welzenbach 

Chapter
3. Customer Involvement in Innovation: A Review of Literature and
Future Research Directions; Anna Shaojie Cui and Fang Wu
 
Chapter
4. Assessing the Relative Impact of Major Sources of Innovation on
the Brand Equity of a Firm; V. Kumar, Ankit Anand and Nandini Nim 

Chapter
5. Innovation, Innovation Strategy and Strategic Innovation; Rajan
Varadarajan 

Chapter
6. Market Foresight and New Product Outcomes; Mike McCardle, J. Chris
White and Roger Calantone 

Chapter
7. Design, Emotions and Willingness to Pay; Ravindra Chitturi
 
Chapter
8. Design Orientation and New Product Performance; Raji Srinivasan
and Gary L. Lilien 

Chapter
9. The Business Performance Outcomes of Market Orientation Culture
and Behaviors; Neil A. Morgan and Douglas W. Vorhies
 
Chapter
10. Drivers of Performance of Privately Owned, Rapid-Growth Firms: A
Reconceptualization of the Trust-Commitment Model of Relationship Marketing;
Peggy Cunningham
Dr. Rajan Varadarajan is University Distinguished Professor and Distinguished Professor of Marketing, Regents Professor, and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interests are strategic marketing, innovation and environmental sustainability.  Dr Satish Jayachandran (Ph.D., Texas A&M University) is the James F. Kane Professor of Business and Professor of Marketing at the Darla Moore School of Business. He is currently serving as the chair of the Department of Marketing. His research is in the area of marketing strategy.
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