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Stratégie et marketing de l'innovation technologique : Lancer avec succès des produits qui n'existent pas encore. 2è ed

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  • Paul Millier

    (EM - EMLyon Business School)

Abstract

Cet ouvrage présente les principes marketing spécifiques à l'innovation technologique qui affiche de nombreux paradoxes en regard du courant dominant. Sa devise pourrait être "unusual success needs doing unusual things". Il met en avant la notion d'investissement marketing pour aider les marchés à s'ouvrir sous la pression des innovations et la notion d'état transitoire entre le développement et la commercialisation d'un produit ou service nouveau.

Suggested Citation

  • Paul Millier, 2005. "Stratégie et marketing de l'innovation technologique : Lancer avec succès des produits qui n'existent pas encore. 2è ed," Post-Print hal-02298052, HAL.
    • Handle: RePEc:hal:journl:hal-02298052
    as

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