Radical Innovation: A Paradigm For The New Market Testing Procedure

In the milieu of radical innovation, the conventional market testing procedures appears to be ineffective to generate sufficient profit for the company and satisfy the consumer needs. Also, the contemporary approaches used for market testing has limitations. This book aims to complement the gap between the literature and the real life application by developing a new dynamic market testing procedure in the context of radical innovation. The new procedure has been developed based on literature and real life case studies. This book will offer remedy to the currently practiced testing procedures. The new market testing procedure is reliable and flexible method which can be used to generate authentic market viability and acceptance for the radically innovated products.

Autorentext

The author received her M.Sc. degree in International Business & Entrepreneurship from University of Glasgow,UK. Currently, she is working as a lecturer at North South University, Bangladesh. Besides teaching, the author is also actively involved in research and has published a number of international journals and book chapters in USA and India.