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Such linkages between innovation and marketing research need to be much stronger as companies have to convince internal and external stakeholders to achieve successful innovation strategies.

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Eric is also an active consultant and trainer, and has worked with several major multinational corporations. These varied research areas revealed throughout the chapters including but not limited to innovation and stakeholders internal and external , adoption of innovation, business model innovations, vision and innovation can be considered the primary strength of the book.

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Adoption of Innovation: Balancing Internal and External Stakeholders in the Marketing of Innovation

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