Marketing the unknown: Developing market strategies for technical innovations

Paul Millier
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Paul Millier: EM - EMLyon Business School

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Abstract: Innovations are always exceptional events in company life and they tend to stay in the hands of technicians or design offices - they are peripheral to mainstream business and people do not know how to manage them. In 'Marketing the Unknown', Paul Millier attempts to find new answers to these innovation problems, on the grounds that each problem is unique and that there is not necessarily a known recipe for it or a success story that corresponds. Paul Millier lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations. These have been derived from observing a large number of industrial innovation projects over a long period of time - examples of which are used throughout the book to illustrate his argument. He also encourages the reader to think constructively and stimulates the imagination with the intention of enabling the reader to realise that other possible solutions exist.

Date: 1999-06-01
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Published in John Wiley & Sons, 240 p., 1999, 0-471-98621-6

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02297992

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