"To date, books on low-cost or 'frugal innovation' have been practitioner-oriented and largely based on anecdotal evidence. This ground-breaking book provides a scholarly understanding of frugal innovation, drawing on empirical research. The resulting theoretical framework provides a basis from...

Suchmaschinenmarketing (Paid Search) stellt eines der beliebtesten Online-Werbeinstrumente dar. In den vergangenen Jahren entstanden vielfältige Forschungsarbeiten, welche Suchmaschinenmarketing aus einer wissenschaftlichen Perspektive analysieren. Trotz der hohen wissenschaftlichen...

In light of growing discourse on 'frugal innovation', this book offers novel approaches to innovation based on extensive empirical research. The study complements a decade of scholarly attention on frugal innovation by taking a research-based approach to innovation in resource-scarce and complex...