Marketers have recently witnessed an explosion of technology-based innovation that has profoundly affected their management and strategy. This technology can be a gift – enabling them to get closer to their customers and their needs – or a poisoned chalice, should they fail to keep up with technology innovation and find themselves, or their products, irrelevant. In this book, Eleonora Pantano, Clara Bassano and Constantinos-Vasilios Priporas describe this phenomenon as the 'consumer pull vs technology push' that forces marketing strategists to innovate to survive and thrive. It is a guide to the emerging approaches to marketing prompted by the impact of innovation and technology, in order to help students, scholars and practitioners work innovation and change to their best advantage. Including a wealth of empirical and theoretical contributions, models, approaches methods, tools and case studies, this book is essential reading for marketing strategy, digital marketing, and innovation students, as well as marketing practitioners.

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

Ein Buch der Kellogg School of Management. Geschrieben von renommierten Professoren. "Kellog on Technology and Innovation" ist eine umfassende Betrachtung über innovative Technologien und ihre Konsequenzen für Unternehmens- und Finanzwelt. Bei der Untersuchung der neuen Technologien gehen die Autoren ausschließlich von einer unternehmensbezogenen Perspektive aus. Sie vermitteln dabei aber nicht nur einen Überblick über die vielversprechenden Verlockungen dieser Technologiebereiche, sondern geben auch eine fundierte Darstellung über gewinnbringende Geschäftschancen und potentielle Gewinne für Investoren, die sich aus der Kommerzialisierung dieser Technologien ergeben können.

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

Innovation, in economic activity, in managerial concepts and in engineering design, results from creative activities, entrepreneurial strategies and the business climate. Innovation leads to technological, organizational and commercial changes, due to the relationships between enterprises, public institutions and civil society organizations. These innovation networks create new knowledge and contribute to the dissemination of new socio-economic and technological models, through new production and marketing methods. Innovation Economics, Engineering and Management Handbook 2 is the second of the two volumes that comprise this book. The main objectives across both volumes are to study the innovation processes in todays information and knowledge society; to analyze how links between research and business have intensified; and to discuss the methods by which innovation emerges and is managed by firms, not only from a local perspective but also a global one. The studies presented in these two volumes contribute toward an understanding of the systemic nature of innovations and enable reflection on their potential applications, in order to think about the meaning of growth and prosperity

Video games have had a greater impact on our society than almost any other leisure activity. They not only consume a large portion of our free time, they influence cultural trends, drive microprocessor development, and help train pilots and soldiers. Now, with the Nintendo Wii and DS, they are helping people stay fit, facilitating rehabilitation, and creating new learning opportunities. Innovation has played a major role in the long term success of the video game industry, as software developers and hardware engineers attempt to design products that meet the needs of ever widening segments of the population. At the same time, companies with the most advanced products are often proving to be less successful than their competitors. Innovation and Marketing in the Video Game Industry identifies patterns that will help engineers, developers, and marketing executives to formulate better business strategies and successfully bring new products to market. Readers will also discover how some video game companies are challenging normal industry rules by using radical innovations to attract new customers. Finally, this revealing book sheds light on why some innovations have attracted legions of followers among populations that have never before been viewed as gamers, including parents and senior citizens and how video games have come to be used in a variety of socially beneficial ways. David Wesley and Gloria Barczak's comparison of product features, marketing strategies, and the supply chain will appeal to marketing professionals, business managers, and product design engineers in technology intensive industries, to government officials who are under increasing pressure to understand and regulate video games, and to anyone who wants to understand the inner workings of one of the most important industries to emerge in modern times. In addition, as video games become an ever more pervasive aspect of media entertainment, managers from companies of all stripes need to understand video gaming as a way to reach potential customers.

Get complete, up-to-date and authoritative coverage of technology and innovation. A broadly encompassing encyclopedia on the emerging topic of technology innovation and management (TIM), this volume covers a wide array of issues. TIM is a relatively new field and is highly interdisciplinary, incorporating strategy and entrepreneurship, economics, marketing, organizational behavior, organization theory, physical and life sciences, and even law. All of these disciplines are represented in this volume, and their intersections are made clear. Entries are contributed by scholars from around the world who are leading experts in their respective topics. This volume is appropriate for scholars who are new to this particular field, as well as industry practitioners interested in understanding the state of knowledge in these specific areas. Entries may also serve as useful instructional materials, given their span of coverage as well as their currency. Encyclopedia of Technology and Innovation Management has now been adapted and included as the 13th volume of the Wiley Encyclopedia of Management. VK Narayanan is Stubbs Professor of Strategy & Entrepreneurship and Associate Dean of Research at Drexel University, Philadelphia, U.S.A. Gina O'Connor is Associate Professor of Marketing in the Lally School of Management and Technology at Rensselaer Polytechnic Institute, Troy, NY, U.S.A.