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Technological Collaboration in Industry : Strategy, Policy and Internationalization in Innovation
This volume, originally published in 1993 is based on extensive research and draws together a selection of detailed global case studies illustrating a variety of issues from Japanese joint ventures to small business development.It considers the scope and scale of collaboration in order to assess the way successful companies have achieved their growth.The book presents a synthesis of business functions and economic analysis and asks what the implications for skills development are; what effect public policy has; how far such ventures can go and what decision making processes are involved.
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The Pepper Effect : Tap into the Magic of Creativity, Collaboration, and Innovation
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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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Marketing for Tourism and Hospitality : Collaboration, Technology and Experiences
The marketing landscape has changed dramatically in recent years, especially for tourism and hospitality practitioners.Marketing for these industries is now a multi-dimensional, collaborative venture driven by technological change and the growing demand for authentic co-created experiences. Marketing for Tourism and Hospitality provides students with a contemporary, accessible and useful resource as they prepare to encounter the complexities and challenges of tourism and hospitality marketing globally.A clear articulation of the changing landscape, a comprehensive introduction to the three underpinning themes of collaboration, technology and experiences, and a plentiful supply of international case material provide students with an enjoyable and digestible resource that is both academically rigorous and practice-oriented, helping them prepare for day-to-day problems in the dynamic world of marketing.This contemporary, challenging and highly applied text is an indispensable resource for all students of tourism and hospitality degree programmes.
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Cosmetics Marketing : Strategy and Innovation in the Beauty Industry
Discover the tools required to pursue your career in cosmetics marketing.Through an in-depth analysis of this fast-growing and complex industry, Cosmetics Marketing: Strategy and Innovation in the Beauty Industry provides thought-provoking, industry-led exercises and case studies to demonstrate the role of aesthetics, authentic communication, emerging technologies, cultural trends, and the measurement of marketing efforts.There are also practical, beautifully illustrated resources for entering the field, exercises for boosting creativity, preparations for interviews, as well as an overview of the beauty products and theory used by makeup artists and product developers. With a focus on the evolution of the industry and its social responsibilities in terms of inclusivity and sustainability, this is a core text for cosmetics courses in marketing and business at the undergraduate and graduate levels.Cosmetics Marketing is the ultimate guide to this powerful, multi-billion dollar global industry and will influence and support the next generation of leaders in beauty.
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Leading Global Innovation : Facilitating Multicultural Collaboration and International Market Success
Responding to the need for organizations to improve global strategic planning and execution, this book presents a framework for effectively conceiving and executing new concepts for international markets.Filling an important gap in knowledge and research on global innovation, the author demonstrates how leaders can facilitate multicultural collaboration in service of organizational performance.Cases and findings are shared from international studies of over 200 leaders and 45 multinational firms with headquarters based in Asia, Europe, and North America.Leading Global Innovation provides a practice perspective with specific models and solutions for facilitating multicultural team collaboration, from concept to market.This book offers crucial guidance for executives, managers, consultants, and educators who would like to understand how to lead and orchestrate innovation in a culturally diverse and networked business environment.
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Green Chemistry in Practice : Greener Material and Chemical Innovation through Collaboration
Green Chemistry in Practice: Greener Material and Chemical Innovation Through Collaboration collects a unique set of case studies based on researchers’ experiences in developing practical, green chemistry-driven solutions to industry problems as part of the Greener Solutions Program at the Berkeley Center for Green Chemistry. Beginning with an introduction to green chemistry, the book goes on to provide an overview of the interdisciplinary approach taken by the Center, which aims to bring about a generational transformation toward the design and use of inherently safer chemicals and materials through research, teaching and outreach.This is followed by four detailed case studies revealing each step of the process involved in assessing and designing greener solutions to real-world problems in the fields of preservatives, textiles, additive manufacturing, and green energy. Drawing together the hands-on, practical experience of an interdisciplinary team from across academia and industry, Practice in Green Chemistry provides a unique insight into the practicalities of applying green chemistry principles in support of a global push toward a more sustainable world.Green Chemistry in Practice: Greener Material and Chemical Innovation Through Collaboration is also a valuable resource for both academia and industry students and researchers.
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