Innovation and Strategy Vol: 15

Rajan Varadarajan
Mays Business School, Texas A&M University, USA

Satish Jayachandran
Darla Moore School of Business, University of South Carolina, USA

Product Details
29 Jun 2018
Emerald Publishing Limited
376 pages - 152 x 229mm
Review of Marketing Research
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.
Chapter 1. Strategic Decision Making in an Information-Rich Environment: A Synthesis and an Organizing Framework for Innovation Research; Neeraj Bharadwaj  
Chapter 2. Successive Innovations in Digital and Physical Products: Literature Review, Conceptual Framework, and Future Research Directions; Jelena Spanjol, Yazhen Xiao and Lisa Welzenbach 
Chapter 3. Customer Involvement in Innovation: A Review of Literature and Future Research Directions; Anna Shaojie Cui and Fang Wu  
Chapter 4. Assessing the Relative Impact of Major Sources of Innovation on the Brand Equity of a Firm; V. Kumar, Ankit Anand and Nandini Nim 
Chapter 5. Innovation, Innovation Strategy and Strategic Innovation; Rajan Varadarajan 
Chapter 6. Market Foresight and New Product Outcomes; Mike McCardle, J. Chris White and Roger Calantone 
Chapter 7. Design, Emotions and Willingness to Pay; Ravindra Chitturi  
Chapter 8. Design Orientation and New Product Performance; Raji Srinivasan and Gary L. Lilien 
Chapter 9. The Business Performance Outcomes of Market Orientation Culture and Behaviors; Neil A. Morgan and Douglas W. Vorhies  
Chapter 10. Drivers of Performance of Privately Owned, Rapid-Growth Firms: A Reconceptualization of the Trust-Commitment Model of Relationship Marketing; Peggy Cunningham
Dr. Rajan Varadarajan is University Distinguished Professor and Distinguished Professor of Marketing, Regents Professor, and holder of the Ford Chair in Marketing and E-Commerce in the Mays Business School at Texas A&M University. His primary teaching and research interests are strategic marketing, innovation and environmental sustainability. 
Dr Satish Jayachandran (Ph.D., Texas A&M University) is the James F. Kane Professor of Business and Professor of Marketing at the Darla Moore School of Business. He is currently serving as the chair of the Department of Marketing. His research is in the area of marketing strategy.

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