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Auteur
:
Bernard Jullien, Yannick Lung, Christophe Midler
Editeur
:
Dunod
Date de parution
:
09/01/2013
EAN/ISBN
:
9782100589968
Format
:
24 x 16
Nombre de pages
:
VII-264
Thématique
:
Organisation & gestion des entreprises - Gestion de l'entreprise
Adhérent
:
Dunod
Présentation de l'éditeur
Innovation isn't what it used to be Traditionally a synonym
for sophistication, hi-tech and expense, today it means
seeking frugality, mining segments that the competition
has abandoned and accessing new customers whose
modest incomes meant they were once ignored. The West
used to conceptualise innovation for its own purposes.
Today, it is being developed increasingly for - and soon
by - the emerging world.The Logan's adventure epitomises these new innovation
trajectories and outlines new frontiers for its industry.
The question then becomes how and why a company
like Renault chose this path; how it withstood so many
surprises and obstacles to become one most spectacular
success stories of the early 21st century; and whether
this success might destabilise European industrialists'
traditional development model.Following an in-depth investigation behind the scenes at
Renault and Dacia, the book's three authors - economists
and managers specialised in the automotive industry -
provide an answer to these and other questions.Beyond the automotive sector, the book is also useful
to anyone tracking current upheavals in the world's
economic equilibrium and interested in how corporate
innovation processes might contribute to this trend.
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