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Innovation and Strategy

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  • Author(s): Varadarajan, Rajan; Jayachann, Satish
  • Series:
    Review of Marketing Research, vol. 15
  • Publication Information:
    Ed.: First edition. [Place of publication not identified] : Emerald Publishing Limited. 2018
  • Additional Information
    • Publication Type:
      eBook.
    • Abstract:
      Innovation is the process of value creation through use of relevant knowledge, capabilities and resources for conversion of ideas into new products, processes and practices, and improvements in existing products, processes and practices. Innovations of various types and forms are crucial to achieving and sustaining a competitive advantage in the marketplace, the principal focus of competitive strategy.Product innovations play a central role in various strategic marketing contexts such as meeting consumers'needs and wants, responding to changes in consumers'preferences, shaping consumers'preferences, entering new markets, enhancing a firm's market position in presently served product-markets, differentiating the firm's product offerings from competitors'offerings, neutralizing the effects of competitors'actions, and preemption and deterrence of competitors. Against this backdrop, articles published in this volume focus on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy. The substantive issues addressed in these articles include sources of innovation, customer involvement in innovation, innovations in a digital environment, innovations in an information rich environment, the role of market foresight and design orientation as organizational capabilities in new product development and new product performance, and the effects of market orientation, organizational culture, trust and commitment on business performance.
    • Subject Terms:
    • Subject Terms:
    • Related ISBNs:
      9781787548299. 9781787548282. 9781787548305.
    • Accession Number:
      1041108857
    • Accession Number:
      1695367
    • Publication Information:
      Print/Save 100 pages
      Copy/Paste Allowed
  • Citations
    • ABNT:
      VARADARAJAN, R.; JAYACHANN, S. Innovation and Strategy. [Place of publication not identified]: Emerald Publishing Limited, 2018. v. First editionISBN 9781787548299. Disponível em: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens. Acesso em: 13 jul. 2020.
    • AMA:
      Varadarajan R, Jayachann S. Innovation and Strategy. Vol First edition. [Place of publication not identified]: Emerald Publishing Limited; 2018. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens. Accessed July 13, 2020.
    • AMA11:
      Varadarajan R, Jayachann S. Innovation and Strategy. Vol First edition. Emerald Publishing Limited; 2018. Accessed July 13, 2020. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens
    • APA:
      Varadarajan, R., & Jayachann, S. (2018). Innovation and Strategy: Vol. First edition. Emerald Publishing Limited.
    • Chicago/Turabian: Author-Date:
      Varadarajan, Rajan, and Satish Jayachann. 2018. Innovation and Strategy. Vol. First edition. Review of Marketing Research. [Place of publication not identified]: Emerald Publishing Limited. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens.
    • Harvard:
      Varadarajan, R. and Jayachann, S. (2018) Innovation and Strategy. [Place of publication not identified]: Emerald Publishing Limited (Review of Marketing Research). Available at: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens (Accessed: 13 July 2020).
    • Harvard: Australian:
      Varadarajan, R & Jayachann, S 2018, Innovation and Strategy, vol First edition, Review of Marketing Research, Emerald Publishing Limited, [Place of publication not identified], viewed 13 July 2020, .
    • MLA:
      Varadarajan, Rajan, and Satish Jayachann. Innovation and Strategy. Vol. First edition, Emerald Publishing Limited, 2018. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens.
    • Chicago/Turabian: Humanities:
      Varadarajan, Rajan, and Satish Jayachann. Innovation and Strategy. Vol. First edition. Review of Marketing Research. [Place of publication not identified]: Emerald Publishing Limited, 2018. http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens.
    • Vancouver/ICMJE:
      Varadarajan R, Jayachann S. Innovation and Strategy [Internet]. [Place of publication not identified]: Emerald Publishing Limited; 2018 [cited 2020 Jul 13]. (Review of Marketing Research; vol. First edition). Available from: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=nlebk&AN=1695367&custid=ns211803&authtype=ip,athens