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| Author: | Kyriakopoulos, K. Moorman, C. |
| Title: | Tradeoffs in marketing exploitation and exploration strategies: the overlooked role of market orientation |
| Journal: | International Journal of Research in Marketing
2004 : VOL. 21:3, p.219-240 |
| Index terms: | Complementary goods New products Marketing strategy Market orientation |
| Language: | eng |
| Abstract: | The authors argue that a firm's market orientation allows it to combine marketing exploitation and exploration strategies effectively by providing a unifying frame of reference focused on customer goals, facilitating market information flows between the two strategy processes, and integrating the two activities by serving as a dynamic market linking capability. |
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