search query: @author Verhallen, T. M. M. / total: 3
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| Author: | Frambach, R. T. Prabhu, J. Verhallen, T. M. M. |
| Title: | The influence of business strategy on new product activity : The role of market orientation |
| Journal: | International Journal of Research in Marketing
2003 : VOL 20:4, p. 377-397 |
| Index terms: | INNOVATION MARKET ORIENTATION STRATEGY |
| Language: | eng |
| Abstract: | This article proposes that a business strategy influences directly and indirectly to new product activity on market orientation. The author´s of this article develop a framework linking firms´ relative emphasis on cost leaderhip and product differentiation. Author´s develop a model, which bases on survey data from 175 Dutch firms of varying size and across different industries in the manufacturing sector. Implications of findings are discussed in theory and inpractice. |
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