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| Tekijä: | Weerawardena, J. |
| Otsikko: | The role of marketing capability in innovation-based competitive strategy |
| Lehti: | Journal of Strategic Marketing
2003 : MAR, VOL. 11:1, p. 15-35 |
| Asiasana: | ORGANIZATIONS INNOVATION COMPETITIVE ADVANTAGE |
| Kieli: | eng |
| Tiivistelmä: | Role of marketing in competitive strategy has been a considerable debate in recent years. This article introduces the results of a study which sift the role of marketing capabilities in innovation-based competitive strategy. Strategic marketing theory is developed, refined and validated. |
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