Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters
(2015)
Book Chapter
Lewrick, M., Omar, M., Williams Jr., R., Tjandra, N. C., & Lee, Z.-C. (2015). Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings (239-268). IGI Global. https://doi.org/10.4018/978-1-4666-8297-9.ch011
The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovative offerings and systems. This chapter aims to provide useful insights for... Read More about Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters.