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

“The book offers readers that are interested in a
certain area of innovation an effective way of embracing different facets of
it. These varied research areas revealed throughout the chapters including but
not limited to innovation and stakeholders (internal and external), adoption of
innovation, business model innovations, vision and innovation can be considered
the primary strength of the book. … These qualities help in constructing a
contemporary book that provides insight to practitioners and theoreticians of
marketing.” (Gökhan Aydin, Turkish Economic Review, Vol. 2 (3), September,
2015)

Alexander Brem is Professor of Technology and Innovation Management at the University of Southern Denmark . Moreover, he is the founder and partner of VEND consulting GmbH, Nuremberg. His current research interests include idea and innovation management, technology management and entrepreneurship. He is author of several journal articles and books, as well as reviewer and editorial board member of various international journals, such as Technovation and the International Journal of Innovation Management.

Eric Viardot is Professor of Marketing and Strategy at EADA Business School in Barcelona, Spain. Before joining academia, he worked in different management positions for Hewlett-Packard, MSF, and Bain & Company in Europe, Asia and North America. He has published various books and articles on strategic management and marketing with a strong focus on Technology and Innovation Management. He is the co-editor of the International Journal of Technology Marketing along with Alexander Brem. Eric is also an active consultant and trainer, and has worked with several major multinational corporations.