search query: @author Berthon, P. / total: 24
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| Author: | Berthon, P. Hulbert, J.M. Pitt, L. |
| Title: | Innovation or customer orientation? An empirical investigation |
| Journal: | European Journal of Marketing
2004 : VOL. 38:9-10, p. 1065-1090 |
| Index terms: | Company performance Innovation Marketing strategy Technology |
| Freeterms: | Technology led strategy |
| Language: | eng |
| Abstract: | The paper explores the contrast between marketing and innovation orientations and develops a model that provides an inclusive paradigm. The resulting archetypes and their inter-relationships are also discussed. |
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