search query: @author Lukas, B. / total: 3
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| Author: | Lukas, B. Ferrell, O. |
| Title: | The effect of market orientation on product innovation |
| Journal: | Journal of the Academy of Marketing Science
2000 : SPRING, VOL. 28:2, p. 239-247 |
| Index terms: | PRODUCTION INNOVATION MARKETS |
| Language: | eng |
| Abstract: | Numerous scholars have debated whether marketing fosters or stifles innovation. The discussions, however, have been inconclusive due to little empirical evidence. The authors investigate the relationship between two focal constructs in the debate: market orientation and product innovation. On the basis of a sample of U.S. manufacturing companies, the authors' analysis shows that product innovation varies with market orientation. |
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