haku: @indexterm technological innovation / yhteensä: 1312
viite: 647 / 1312
| Tekijä: | Brockhoff, K. |
| Otsikko: | Funktionsbereichsstrategien, Wettbewerbsvorteile und Bewertungskriterien. Eine empirische Untersuchung am Beispiel der Biotechnologie. |
| Lehti: | Zeitschrift für Betriebswirtschaft
1990 : APR, VOL. 60:4, p. 451-472 |
| Asiasana: | MARKETING BIO-TECHNOLOGY CORPORATE STRATEGY R&D TECHNOLOGICAL INNOVATION |
| Kieli: | ger |
| Tiivistelmä: | Data from German biotechnology companies are used to identify marketing and technology strategies. It can be shown that the strategies are combined in a harmonious manner only in a minority of firms. This contracts to suggestion in the strategy literature. Various operational activities, such as means to protect competitive positions or product selection criteria, as well as reasons given for product failures seem to interact with marketing strategies.Thus the management of strategically oriented interfaces appears to be less effective than the management of tactically oriented interfaces. The exploratory study suggests areas of analyses for management as well as fields for further research. |
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