Managing and Marketing Radical Innovations

<p>This 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. </p><p>Unlike 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. </p>