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Managing and Marketing Radical Innovations by Birgitta Sandberg Pdf
This book focuses 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 proactivity in five firms.
Great individuals are assumed to cause the success of radical innovations--thus Henry Ford is depicted as the one who established the automobile industry in America. Hayagreeva Rao tells a different story, one that will change the way you think about markets forever. He explains how "market rebels"--activists who defy authority and convention--are the real force behind the success or failure of radical innovations. Rao shows how automobile enthusiasts were the ones who established the new automobile industry by staging highly publicized reliability races and lobbying governments to enact licensing laws. Ford exploited the popularity of the car by using new mass-production technologies. Rao argues that market rebels also establish new niches and new cultural styles. If it were not for craft brewers who crusaded against "industrial beer" and proliferated brewpubs, there would be no specialty beers in America. But for nouvelle cuisine activists who broke the stranglehold of Escoffier's classical cuisine in France, there would have been little hybridization and experimentation in modern cooking. Market rebels also thwart radical innovation. Rao demonstrates how consumer activists have faced down chain stores and big box retailers, and how anti-biotechnology activists in Germany penetrated pharmaceutical firms and delayed the commercialization of patents. Read Market Rebels to learn how activists succeed when they construct "hot causes" that arouse intense emotions, and exploit "cool mobilization"--unconventional techniques that engage audiences in collective action. You will realize how the hands that move markets are the joined hands of market rebels. Some images inside the book are unavailable due to digital copyright restrictions.
Fast Second by Constantinos C. Markides,Paul A. Geroski Pdf
Discover why being a "fast second" is often more financially rewarding than being at the cutting edge. If you get there first, you'll lead the pack, right? Not necessarily! The skill-sets of most established companies, say strategy experts Constantinos Markides and Paul Geroski, are far better suited to scaling up newly created markets pioneered by others (in other words, being "fast seconds") than to creating these markets from scratch. In Fast Second, they explore the characteristics of new markets, describe the skills needed to create and compete in them, and show how these skills match up with different types of companies. Drawing on examples of successful fast-second firms such as Microsoft, Amazon, Canon, JVC, Heinz, and many others, they illustrate how to determine which new markets have the potential to be successful and how to move into them before the competition does, when to make a move into a new market, how to scale up a market, where to position a company in the market, and whether to be a colonizer or a consolidator. Order your copy today!
This text aims to prove that established companies can implement revolutionary innovations, and that it is not limited to the realm of startup companies.
How to Innovate in Marketing (Collection) by Monique Reece,Michael Tasner,Tony Davila,Marc Epstein,Robert Shelton,Larry Light,Joan Kiddon Pdf
A brand new collection of authoritative guides to marketing innovation 4 authoritative books deliver state-of-the-art guidance for more innovative, more effective, more measurably successful marketing! This 4-book collection will help you bring world-class innovation to marketing and everything that touches it! Start with Making Innovation Work: a formal process that can help you drive top and bottom line growth from innovation throughout marketing and beyond. Packed with new examples, it will help you define the right strategy for effective marketing innovation… structure organizations and incentivize teams to innovate… implement management systems to assess your progress… effectively use metrics from idea creation through commercialization. Next, in Real-Time Marketing for Business Growth, top business consultant Monique Reece offers a proven, start-to-finish blueprint for igniting profitable, sustainable growth. Reece’s “PRAISE” process builds growth through six interrelated steps: Purpose, Research, Analyze, Implement, Strategize, and Evaluate/Execute. She demonstrates how to use fast, agile real-time planning techniques that are tightly integrated with execution… how to clarify your company’s purpose, customer value, and best opportunities… fix sales and marketing problems that have persisted for decades… accurately measure marketing’s real value… combine proven traditional marketing techniques with new social media practices… systematically and continually improve customer experience and lifetime value. Then, in Marketing in the Moment, leading Web marketing consultant Michael Tasner shows exactly how to drive maximum value from advanced Web, online, mobile, and social marketing. Discover which new technologies deliver the best results (and which rarely do)... how to use virtual collaboration to executive marketing projects faster and at lower cost... how to build realistic, practical action plans for the next three months, six months, and twelve months. Finally, in Six Rules for Brand Revitalization, Larry Light and Joan Kiddon teach invaluable lessons from one of the most successful brand revitalization projects in business history: the reinvigoration of McDonald’s®. Larry Light, the Global CMO who spearheaded McDonald’s breakthrough marketing initiatives, presents a systematic blueprint for resurrecting any brand, and driving it to unprecedented levels of success. Light and Joan Kiddon illuminate their blueprint with specific examples, offering detailed “dos” and “don’ts” for everything from segmentation to R&D, leadership to execution. If you’re in marketing (or anywhere near it) this collection’s techniques can powerfully and measurably improve your performance, starting today! From world-renowned marketing experts Tony Davila, Marc Epstein, Robert Shelton, Monique Reece, Michael Tasner, Larry Light, and Joan Kiddon
Transcultural Marketing for Incremental and Radical Innovation by Christiansen, Bryan Pdf
As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.
Adoption of Innovation by Alexander Brem,Éric Viardot Pdf
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 and tools - such as the continuous development of new product and services - become vital for their success. On the other hand, marketing management is influenced by innovation as illustrated by the way social media and Internet have revolutionized the traditional marketing-mix. Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies. State-of-the-art research output from different perspectives would suit the needs of a researcher as well as the company CEO alike.
Transcultural Marketing for Incremental and Radical Innovation by Anonim Pdf
This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different cultures and multiple languages
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.
Fast Second by Constantinos C. Markides,Paul A. Geroski Pdf
Discover why being a "fast second" is often more financially rewarding than being at the cutting edge. If you get there first, you'll lead the pack, right? Not necessarily! The skill-sets of most established companies, say strategy experts Constantinos Markides and Paul Geroski, are far better suited to scaling up newly created markets pioneered by others (in other words, being "fast seconds") than to creating these markets from scratch. In Fast Second, they explore the characteristics of new markets, describe the skills needed to create and compete in them, and show how these skills match up with different types of companies. Drawing on examples of successful fast-second firms such as Microsoft, Amazon, Canon, JVC, Heinz, and many others, they illustrate how to determine which new markets have the potential to be successful and how to move into them before the competition does, when to make a move into a new market, how to scale up a market, where to position a company in the market, and whether to be a colonizer or a consolidator. Order your copy today!
Radical Innovation and Open Innovation: Creating New Growth Opportunities for Business by Khanh Pham-Gia Pdf
Henry Chesbrough - the Harvard professor and a worldwide expert for Open innovation - has stated that "most innovations fail. And companies that don’t innovate die." In Germany only less than 0.5 % ideas pursuing by industrial companies has led to a success. The question being addressed is how companies can drive innovations effectively and efficiently to create new growth opportunities, particularly in this difficult time due to the global economic crisis. These challenges could be captured by driving radical innovations using open innovation methodology. Radical innovations can create new markets and huge growth potential for the business meanwhile breakthrough innovations can be developed faster and cheaper via open innovation approach. The aim of this study is to provide a deep insight into radical innovation and open innovation management based on a thorough literature research and evaluation. Thereby basic concepts of the both innovation models are explored and compared with other innovation types, e.g. incremental and closed innovations. Moreover, the Christensen’s model of disruptive innovation and Chesbrough’s theory about open innovation are explained into details. In addition, opportunities and challenges as well as managing concept of radical and open innovations are analyzed and illuminated with concrete examples and cases, amongst others the eco-friendly Light Emitting Diode (LED). Beside technology and market breakthroughs, other aspects like future market trend, key success factors and strategies for capturing sustainable growth of disruptive LED technologies in the lighting industry are studied. It could be stated that companies should drive intensively open innovation and boost the outside-in and inside-out processes for creating new breakthroughs in LED technologies. Increased involving customers, suppliers and the outside scientific world into internal R&D, strengthened collaboration within the LED supply chain and intensified out-licensing of own technologies help companies to accelerate the innovation process and create new markets. Besides driving forceful innovation management companies should boost their new product development by exploitation of government supports which have been increased due to the current global climate change problems.
The New Science of Radical Innovation by Sunnie Giles Pdf
Discover a groundbreaking, science-based approach to leadership that catalyzes radical innovation for dramatic—and permanent—results. Today's business environment is undergoing a revolutionary transformation, defined by extraordinary levels of VUCA (volatility, uncertainty, complexity, and ambiguity). But most traditional companies are still built for the old-world economy when the new mandate from VUCA requires a fresh leadership approach. Dr. Sunnie Giles is a new generation expert on radical innovation who takes the mystery out of what radical innovation is and transforms organizations into ones fit to deliver radical innovation. Her in-depth research reveals that applying concepts from neuroscience, complex systems approach, and quantum mechanics can help leaders catalyze radical innovation rapidly. Giles's breakthrough leadership development program, called Quantum Leadership, is the key to survival in the today's VUCA market, with huge consequences for organizations' bottom lines. The New Science of Radical Innovation provides profound insights and actionable tools to help you accelerate the speed of execution, balance between team cohesion and self-organization, and tap into the power of collective wisdom. Inside, discover how to develop the six leadership competencies you need to catalyze radical innovation in your organization: • Self Management • Providing Safety • Creating Differentiation • Strengthening Connection • Facilitating Learning • Stimulating Radical Innovation This book will help you redefine how value is created in your industry.
Marketing and Innovation Management by Elie Ofek,Olivier Toubia Pdf
It would be difficult to find a CEO today that would not rank "innovation" as one of the top means by which a firm can sustain growth and survive a harsh competitive environment. However, it is unlikely that many CEOs would place "Marketing" as one of the top functions in charge of formulating innovation strategy or ensuring the success of an innovation initiative. Marketing and Innovation Management discusses why marketing has been perceived as being less relevant for innovation strategy and explains how this can be remedied. Recent work by marketing scholars holds the promise of an increased marketing impact on innovation decision-making. Marketing and Innovation Management reviews the role marketing plays at the early phases of innovation management when decisions are being made on new products and services. Marketing's role in innovation management can be reinforced by shifting marketing input to innovation and by moving the focus away from quantifying consumer input through surveys and toward uncovering qualitative insights by engaging and observing consumers. This monograph addresses the topic of understanding customer adoption and the diffusion of innovations. The authors review recent developments and demonstrate how marketing concepts and frameworks fit with and enrich those proposed in other disciplines. Finally, Marketing and Innovation Management examines the launch of innovation into the marketplace and how recent trends are changing how marketers approach this critical task. Marketing and Innovation Management provides an understanding of what marketing can bring to the table when it comes to setting innovation strategy and proposes a way to approach research in this domain so that it has the intended effect of helping firms integrate the customer perspective.
Managing Product Innovation by Arch G. Woodside Pdf
What does it take to craft and maintain successful radical NPD programs? This book explains why both manufacturing and customer firms usually reject new technologies and how competitors new to the industry become successful by focusing on unnoticed customers and offering higher performance with lower costs via the radically new technologies.
Strategic Management (2020) is a 325-page open educational resource designed as an introduction to the key topics and themes of strategic management. The open textbook is intended for a senior capstone course in an undergraduate business program and suitable for a wide range of undergraduate business students including those majoring in marketing, management, business administration, accounting, finance, real estate, business information technology, and hospitality and tourism. The text presents examples of familiar companies and personalities to illustrate the different strategies used by today's firms and how they go about implementing those strategies. It includes case studies, end of section key takeaways, exercises, and links to external videos, and an end-of-book glossary. The text is ideal for courses which focus on how organizations operate at the strategic level to be successful. Students will learn how to conduct case analyses, measure organizational performance, and conduct external and internal analyses.
