Research in this area aims to achieve an understanding of how organizations can develop superior customer value in markets characterized by dynamic exchange relationships. Firms’ long term competitive advantage is highly dependent upon their capability to successfully develop and market innovative value propositions (products and services). Innovation plays an important role in providing superior value to customers. Faculty in our Department investigate innovation from individual and company perspectives, studying adoption (and resistance) of innovations, as well as the capabilities needed to successfully develop and market innovations.
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