search query: @indexterm QUANTITATIVE TECHNIQUES / total: 178
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| Author: | Kitchell, S. |
| Title: | Corporate culture, environmental adaptation, and innovation adoption: a qualitative/quantitative approach |
| Journal: | Journal of the Academy of Marketing Science
1995 : SUMMER, VOL. 23:3, p. 195-205 |
| Index terms: | CORPORATE CULTURE INNOVATION QUANTITATIVE TECHNIQUES |
| Language: | eng |
| Abstract: | Deshpande and Webter have identified the linkage between corporate culture and innovation adoption as an important industrial marketing topic. In the present study, this relationship is examined by both qualitative and quantitative research methods. The linear regression model, which depicts the corporate culture of adaptive companies attempting to survive in a competitive international environment, demonstrates that corporate culture is predictive of technology adoption. Qualitative data collected through in-depth interviews supplement results. |
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