Managing and Marketing Radical Innovations

Firms developing radical innovations may be facing 'a mission impossible'. On the one hand, in order to succeed they have to develop innovations that fulfil the needs of customers; while on the other hand, in the case of radical innovations they may not even know who the prospective customers might be. How, then, are markets for radical innovations created? Is some kind of reaction still possible? Are the firms developing these kinds of innovations able to anticipate the needs or even influence them? In fact, proactive behaviour towards customers in terms of anticipating and influencing their needs may play an important role in building bridges between the innovation and the market. The book describes the role of customer-related proactiveness in the process of developing radical innovations. It pays attention on both the degree and international scope of proactiveness and takes into account the whole innovation development process, extending from idea generation to the development stage.Sandberg, Birgitta is the author of 'Managing and Marketing Radical Innovations' with ISBN 9780415433075 and ISBN 041543307X.