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Creating and Marketing New Products and Services
This textbook teaches the key business and marketing principles needed to successfully design and launch new products and services in an international marketplace. The book emphasizes marketing research techniques that can help firms identify the voice of the customer and incorporate these findings into their new product development process. It addresses the role of social networks in innovation, open innovation strategies, and international co-development efforts of new products and services.
MSU Contributions to International Business and Innovation
Features essays in marketing and international business. This book illustrates how individual research streams, whose foundations were established during the doctoral program, took off and became primary areas of specialization for individual alumni.
Leveraging the Wisdom of the Crowd in Software Testing
Its scale, flexibility, cost effectiveness, and fast turnaround are just a few reasons why crowdsourced testing has received so much attention lately. While there are a few online resources that explain what crowdsourced testing is all about, there's been a need for a book that covers best practices, case studies, and the future of this technique. Filling this need, Leveraging the Wisdom of the Crowd in Software Testing shows you how to leverage the wisdom of the crowd in your software testing process. Its comprehensive coverage includes the history of crowdsourcing and crowdsourced testing, implementation practices, and future trends. The book discusses best practices in implementation-expl...
C2 Re-envisioned
Command and Control (C2) is the set of organizational and technical attributes and processes by which an enterprise marshals and employs human, physical, and information resources to solve problems and accomplish missions.C2 Re-envisioned: The Future of the Enterprise identifies four interrelated megatrends that are individually and collectively sh
Personal Sustainability Practices
Personal Sustainability Practices is a collection of 19 academic and practitioner perspectives on the topic of faculty personal sustainability. The book addresses the issues of whether, how, where, and when faculty who teach, research, consult, and perform academic and community service are and need to be practicing and communicating their own sustainability behaviors to students and other stakeholders. The contributors represent multiple countries, disciplines, academic levels and affiliations, and orientations on those issues and on the 17 United Nations Sustainable Development Goals related to their personal sustainability practices.
Cultures of Growth
Award-winning social psychologist Mary Murphy offers a groundbreaking reconsideration of individual and team success—showing how to create and sustain a growth mindset in any organization’s culture. Carol Dweck’s multi-million-copy bestseller Mindset transformed our view of individual potential, coining the terms “fixed” and “growth” mindset: in a “fixed” mindset, talent and intelligence are viewed as predetermined traits, while in a “growth” mindset, talent and intelligence can be nurtured. In Cultures of Growth, Dweck’s protégé, Mary Murphy, a social psychologist at both Stanford and Indiana University, shows that mindset transcends individuals. A growth mindset c...
Conjoint Measurement
This fascinating book covers all the recent developments in conjoint analysis. Leading scientists present different aspects of the theory and applications of this technique. A wide variety of models, techniques, and applications are discussed, including normative models that maximize return, extension of choice-based conjoint simulations, latent class, hierarchical Bayes modeling, new choice simulators, and normative models for representing competitive actions and reactions (based on game theory).
The Making of European Consumption
American ideals and models feature prominently in the master narrative of post-war European consumer societies. This book demonstrates that Europeans did not appropriate a homogenous notion of America, rather post-war European consumption was a process of selective appropriation of American elements.
