haku: @journal_id 1343 / yhteensä: 429
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| Tekijä: | Manu, F. Sriram, V. |
| Otsikko: | Innovation, marketing strategy, environment, and performance |
| Lehti: | Journal of Business Research
1996 : JAN, VOL. 35:1, p. 79-91 |
| Asiasana: | INNOVATION MARKETING STRATEGY ENVIRONMENT |
| Kieli: | eng |
| Tiivistelmä: | The contribution of innovation to corporate survival and growth is an accepted notion in much of management. Typologies of strategic orientations of companies based on innovation have been developed and analyzed. Most of these typologies focus on a single dimension of innovation. This study, using the PIMS database, develops a typology of business based on multiple dimensions of innovation and examines their marketing strategies and performance. Results suggest that innovative types have different marketing orientations and performance levels, some of which confirm findings based on other typologies. |
SCIMA