Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the dev

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 compet

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 developm

The majority of existing innovation textbooks either discuss innovation in an all to general way or lean towards a general management or technology perspective.

Innovation is the means by which organizations survive and thrive in uncertain and turbulent conditions. Innovation management has become a well-established fie