Exploring Commercial, Social, and Digital Innovation from the Customer Perspective

This book challenges the traditional narrative of centering innovation around the firm, advocating instead for a customer-centric approach. It will be a valuable resource for scholars of innovation management, strategic management and marketing.

Aceasta carte contesta naratiunea traditionala de centrare a inovatiei in jurul firmei, pledand in schimb pentru o abordare centrata pe client. Va fi o resursa valoroasa pentru cercetatorii in managementul inovatiei, management strategic si marketing.