haku: @author Verhallen, T. M. M. / yhteensä: 3
viite: 1 / 3
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Tekijä: | Frambach, R. T. Prabhu, J. Verhallen, T. M. M. |
Otsikko: | The influence of business strategy on new product activity : The role of market orientation |
Lehti: | International Journal of Research in Marketing
2003 : VOL 20:4, p. 377-397 |
Asiasana: | INNOVATION MARKET ORIENTATION STRATEGY |
Kieli: | eng |
Tiivistelmä: | 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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