Market orientation in uncertain environments : the enabling role of effectuation orientation in new product development
Year of publication: |
2023
|
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Authors: | Taghvaee, Somayeh ; Talebi, Kambiz |
Published in: |
European management journal. - Amsterdam : Elsevier, ISSN 0263-2373, ZDB-ID 859497-1. - Vol. 41.2023, 2, p. 323-335
|
Subject: | Market orientation | Effectuation orientation | Market uncertainty | New product performance | Produktentwicklung | New product development | Marketingmanagement | Marketing management | Entscheidung unter Unsicherheit | Decision under uncertainty |
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