9780415433075 - Managing and Marketing Radical Innovations

Managing and Marketing Radical Innovations

'Managing and Marketing Radical Innovations' by Birgitta Sandberg is a groundbreaking book that delves into the complexities of introducing and managing radical innovations in today's fast-paced market. With a focus on both theoretical frameworks and practical applications, Sandberg provides a comprehensive guide for entrepreneurs, marketers, and managers aiming to navigate the challenges of disruptive technologies and ideas. The book covers essential topics such as identifying opportunities for radical innovation, overcoming market resistance, and crafting effective marketing strategies that resonate with early adopters and mainstream audiences alike. Sandberg's expertise shines through in her detailed analysis of case studies, offering readers invaluable insights into the successes and failures of past innovations. This book is an indispensable resource for anyone looking to make a significant impact in their industry through innovation.

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€66.95
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Auteur Birgitta Sandberg
ISBN 9780415433075
Bindwijze Hardcover
Tags innovation marketing radical innovations business strategy entrepreneurship

Birgitta Sandberg's 'Managing and Marketing Radical Innovations' is a meticulously researched and thoughtfully presented exploration of the hurdles and opportunities presented by radical innovations. The book excels in providing a balanced view, highlighting both the potential rewards and the inherent risks of pushing the boundaries of what's possible. Sandberg's writing is clear and engaging, making complex concepts accessible to readers from various backgrounds. However, some may find the theoretical sections dense, requiring a concerted effort to fully grasp. Despite this, the practical advice and real-world examples more than compensate, offering actionable strategies that can be applied across industries. The book's focus on marketing strategies for radical innovations is particularly enlightening, shedding light on how to communicate the value of groundbreaking ideas effectively. Overall, this book is a must-read for professionals committed to driving innovation in their fields.

In 'Managing and Marketing Radical Innovations,' Birgitta Sandberg presents a comprehensive overview of the challenges and strategies associated with bringing radical innovations to market. The book begins by defining what constitutes a radical innovation and distinguishing it from incremental changes. Sandberg then explores the psychological and market barriers that innovators face, providing evidence-based strategies to overcome these obstacles. A significant portion of the book is dedicated to the role of marketing in the success of radical innovations, emphasizing the importance of understanding consumer behavior and crafting messages that highlight the innovation's unique value proposition. Through a series of detailed case studies, Sandberg illustrates the principles discussed, offering readers a clear understanding of how to apply these concepts in real-world scenarios. The book concludes with a forward-looking perspective on the future of innovation, encouraging readers to think boldly about the possibilities that lie ahead.