Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Con

Scholars estimate that about 80 percent of consumers aren t open to innovation. This characterization, however, obscures the attitudes and behaviors this vast m

It is a curious situation that technologies we now take for granted have, when first introduced, so often stoked public controversy and concern for public welfa

Large corporations must become far more agile in implementing new products and new business models. The pace of technology change, the blurring of industry boun

An incisive primer on how to make sure new technology-based products succeed. Explains the role of discontinuity and ways to deal with it when adopting a market