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The resources and capabilities for frugal innovation: An exploratory study
Janda, Sergej von
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Hertel, Marieke
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Gress, Sören
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URL:
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http://proceedings.emac-online.org/index.cfm?abstr...
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Dokumenttyp:
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Konferenzveröffentlichung
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Erscheinungsjahr:
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2020
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Buchtitel:
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49th EMAC Annual Conference 2020 : 26-29 May 2020, Corvinus University of Budapest, Hungary, [proceedings]
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Seitenbereich:
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Article 58004
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Veranstaltungstitel:
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49th EMAC Annual Conference 2020 (conference canceled)
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Veranstaltungsort:
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Budapest, Hungary
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Veranstaltungsdatum:
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canceled
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Ort der Veröffentlichung:
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Budapest
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Verlag:
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European Marketing Academy
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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Companies increasingly acknowledge the importance of developing affordable and good-enough products and services, also called frugal innovations, for resource constrained consumers. However, many frugal innovation initiatives fail due to a lack of guidance on how to identify and deploy relevant resources for the development of these innovations. Our study explores the resources and capabilities needed for frugal innovation from a company perspective. We conduct semi-structured expert
interviews with managers experienced in frugal innovation across a wide range of industries. Our grounded theory approach allows for a systematic analysis and synthesis of the rich information we gather into a meaningful and manageable framework. The framework we develop depicts relevant resources, dynamic and operational capabilities, environmental factors, and interactions between the different
elements relevant to frugal innovation from a firm perspective.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Janda, Sergej von
;
Hertel, Marieke
;
Gress, Sören
Google Scholar:
Janda, Sergej von
;
Hertel, Marieke
;
Gress, Sören
ORCID:
Janda, Sergej von  ORCID: https://orcid.org/0000-0003-1183-429X, Hertel, Marieke and Gress, Sören
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