SMASH

Market shaping is a powerful strategy that unleashes value gains from greater market size, efficiency and profitability. This book, written by experts in the field, presents a universal, teachable, and actionable framework for understanding and shaping markets.

About the author

Suvi Nenonen is Director and Associate Professor, and Kaj Storbacka Professor at the University of Auckland's Graduate School of Management. Both have made a career out of working on the boundary between academic and applied research within marketing and strategic management. They have extensive experience as strategy consultants to major European companies and a long background from designing and delivering executive education and Executive MBA programs in Europe, Asia and Australasia. In addition to their academic writings, they have written several award-winning managerial books.

Summary

Market shaping is a powerful strategy that unleashes value gains from greater market size, efficiency and profitability. This book, written by experts in the field, presents a universal, teachable, and actionable framework for understanding and shapingmarkets.

Product details

• Authors: Suvi Nenonen, Suvi (University of Auckland Business School Nenonen, Kaj Storbacka, Kaj (University of Auckland Business School Storbacka, Kaj Erik Storbacka
• Publisher: Emerald Publishing Limited
• Languages: English
• Product format: Hardback
• Released: 28.02.2018
• EAN: 9781787437982
• ISBN: 978-1-78743-798-2
• No. of pages: 336
• Dimensions: 157 mm x 235 mm x 23 mm
• Weight: 638 g
• Series: Series in International Busine
• Subjects: Social sciences, law, business > Business > Miscellaneous; Management: Innovation, Marketing und Vertrieb