Adoption of Innovation Balancing Internal and External Stakeholders in the Marketing of Innovation /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Brem, Alexander (Editor), Viardot, Éric (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2015.
• Subjects: Business.; Marketing.; Leadership.; Management.; Industrial management.; Business and Management.; Innovation/Technology Management.; Business Strategy/Leadership.

This edited volume brings together academics from both innovation and marketing fields to explore the additional value for companies that can be generated with the innovations in marketing and the marketing of innovations. If ideas need to reach the marketplace, then marketing strategies, concepts a...