Roadmappinggestützte Innovationskommunikation
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| 00103287-1.pdf | 34.66 MB | Adobe PDF | View/Open |
| Other Titles: | Innovation communication supported by roadmapping | Authors: | Vries, Meike de | Supervisor: | Möhrle, Martin G. | 1. Expert: | Möhrle, Martin G. | Experts: | Isenmann, Ralf | Abstract: | Regarding the development of innovations the intelligent use of technology alone is no longer sufficient for the market success of a new product or service. In addition, coordinated marketing actions are required from the outset. They include a customized set-ting, e.g. concerning the classic marketing mix, including price, product, distribution and communication policy. This dissertation focuses on how to interlock and synchronize the two areas (innovation development and innovation communication) with roadmapping. |
Keywords: | roadmapping; innovation development; innovation communication; innovation management; strategy | Issue Date: | 6-Jun-2013 | Type: | Dissertation | Secondary publication: | no | URN: | urn:nbn:de:gbv:46-00103287-19 | Institution: | Universität Bremen | Faculty: | Fachbereich 07: Wirtschaftswissenschaft (FB 07) |
| Appears in Collections: | Dissertationen |
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