📖[PDF] Innovation and Strategy by Satish Jayachandran | Perlego
Get access to over 650,000 titles
Start your free trial today and explore our endless library.
Join perlego now to get access to over 650,000 books
Join perlego now to get access to over 650,000 books
Join perlego now to get access to over 650,000 books
Join perlego now to get access to over 650,000 books
Innovation and Strategy
Innovation and Strategy
📖 Book - PDF

Innovation and Strategy

Satish Jayachandran, Rajan Varadarajan
shareBook
Share book
pages
328 pages
language
English
format
ePUB (mobile friendly) and PDF
availableOnMobile
Available on iOS & Android
📖 Book - PDF

Innovation and Strategy

Satish Jayachandran, Rajan Varadarajan
Book details
Table of contents

About This Book

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.

Read More

Information

Publisher
Emerald Publishing Limited
Year
2018
ISBN
9781787548305
Topic
Business
Subtopic
Marketing

Table of contents