000			03060nam a2200457Ii 4500
001			9781787548282
003			UtOrBLW
005			20210303084928.0
006			m o d
007			cr un|||||||||
008			180615s2018 enk ob 001 0 eng d
020			_a9781787548282 (e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050	0	4	_aHF5415.15 _b.I56 2018
072		7	_aKJS _2bicssc
072		7	_aBUS043000 _2bisacsh
080			_a658.8
082	0	4	_a658.5 _223
245	0	0	_aInnovation and strategy / _cedited by Rajan Varadarajan, Satish Jayachandran.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (xxi, 348 pages).
490	1		_aReview of marketing research, _x1548-6435 ; _vv. 15
500			_aIncludes index.
504			_aIncludes bibliographical references.
505	0		_aPrelims -- Conceptual papers -- Empirical papers -- Index.
520			_aInnovation 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.
588	0		_aPrint version record
650		0	_aProduct management.
650		0	_aMarketing.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aSales & marketing. _2bicssc
700	1		_aVaradarajan, Rajan, _eeditor.
700	1		_aJayachandran, Satish, _eeditor.
776			_z9781787548299
830		0	_aReview of marketing research ; _vv. 15. _x1548-6435
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/S1548-6435201815
999			_c30104 _d30104