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商品詳細
Exploring Commercial, Social, and Digital Innovation from the Customer Perspective.
・ISBN 978-1-032-79447-1 hard GB£ 171.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-49204-7
| 著者・編者 | Kurtmollaiev, Seidali / Lervik-Olsen, Line et al. (eds.), |
|---|---|
| シリーズ | Routledge Studies in Innovation, Organizations and Technology |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2026.01 |
| ページ数 | 310 pp. |
| 言語 | ENG |
| ニュース番号 | ＜759-466＞ |
解説
The traditional narrative of innovation often centers around the firm, overlooking the role of the customer as the ultimate judge and beneficiary of innovations. This book challenges the firm's right to define innovation, advocating instead for a customer-centric approach.
The ultimate aim of this book is to help innovate both for and with the most critical stakeholder-the customer. To achieve this aim, the book explores various aspects of the customer perspective on innovation through five parts: 1) strategies for increasing market attractiveness through innovation, 2) commercial innovation, 3) social innovation, 4) digital innovation, and 5) innovation outcomes and prospects. Drawing on recent research from national innovation indexes in Norway, Finland, Sweden, Denmark, Spain, Belgium, and the USA, the book presents ideas and examples that explain how adopting the customer perspective on innovation can help transform challenges into opportunities and achieve higher returns.
By exploring customer-oriented strategies and discussing the implications of commercial, social, and digital innovations, the book provides a detailed guide for leaders, innovators, entrepreneurs, and students to navigate the complexities of modern business environments. It will be a valuable resource for scholars of innovation management, strategic management, and marketing.