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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

In: Adoption of Innovation

Author

Listed:
  • Alexander Brem

    (University of Southern Denmark)

  • Éric Viardot

    (EADA Business School)

Abstract

In recent years, innovation management has shown to be a very important topic for academics and professionals. However, the emphasis has mostly been on the upstream activities of the innovation management process and specifically about how to obtain as well as to integrate new sources of innovation beyond the traditional and internal R&D function. Conversely, the downstream activities of the innovation process, specifically marketing and commercialization, have attracted little research. But the situation is changing now due to governments and companies that have realized that in order for an innovation to be successful, it is not enough to have good new ideas: it must foremost be adopted by the market. As a consequence, there is currently a shift in priorities and a renewed interest in the marketing of innovation and especially in the adoption of original products or services, because one important function of marketing is to contribute to the adoption of innovative solutions by potential customers. This book aims to contribute to this advancement and to provide fresh conceptual insights and thinking about the manners to stimulate and to facilitate the adoption of every kind of innovation. This will be managed by a very diverse contributions exploring the role and the balancing of internal and external stakeholders in the marketing of innovation.

Suggested Citation

  • Alexander Brem & Éric Viardot, 2015. "Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation," Springer Books, in: Alexander Brem & Éric Viardot (ed.), Adoption of Innovation, edition 127, pages 1-10, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14523-5_1
    DOI: 10.1007/978-3-319-14523-5_1
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    Citations

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    Cited by:

    1. Garczarek-Bąk Urszula, 2018. "Explicit and Implicit Factors That Determine Private Labels’ Possible Purchase: Eyetracking and EEG Research," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(1), pages 36-49, March.
    2. Brem, Alexander & Viardot, Eric & Nylund, Petra A., 2021. "Implications of the coronavirus (COVID-19) outbreak for innovation: Which technologies will improve our lives?," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    3. Paul T. M. Ingenbleek & Domenico Dentoni, 2016. "Learning from Stakeholder Pressure and Embeddedness: The Roles of Absorptive Capacity in the Corporate Social Responsibility of Dutch Agribusinesses," Sustainability, MDPI, vol. 8(10), pages 1-18, October.
    4. Marieme Chouki & Mohamed Talea & Chafik Okar & Razane Chroqui, 2020. "Barriers to Information Technology Adoption Within Small and Medium Enterprises: A Systematic Literature Review," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-42, February.
    5. Lakshminarayana Kompella, 2020. "A Co-Evolution Framework Towards Stable Designs from Radical Innovations for IT Organizations," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-28, February.
    6. Agata Gurzawska & Markus Mäkinen & Philip Brey, 2017. "Implementation of Responsible Research and Innovation (RRI) Practices in Industry: Providing the Right Incentives," Sustainability, MDPI, vol. 9(10), pages 1-26, September.
    7. Andrea Urbinati & Davide Chiaroni & Vittorio Chiesa & Federico Frattini, 2019. "The Role of Business Model Design in the Diffusion of Innovations: An Analysis of a Sample of Unicorn-Tech Companies," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 16(01), pages 1-64, February.

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