Editorial - MARKETING STRATEGY - From Market Driven to Market Driving - Nirmalya Kumar, of IMD Lausanne, Lisa Scheer, of the University of Missouri, and Philip Kotler, of the J L Kellogg School, Northwestern University, advocate market driving strategies to produce radical innovation and gain a more sustainable competitive advantage. Prescriptions are offered which overcome difficulties in ...
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|Authors:||Kumar, Nirmalya; Scheer, Lisa; Kotler, Philip|
European management journal : publ. twice a year for the Scottish Business School. - Oxford [u.a.] : Pergamon, Elsevier Science, ISSN 0263-2373, ZDB-ID 8594971. - Vol. 18.2000, 2, p. 129-143
Kumar, Nirmalya, (2000)
Scheer, Lisa, (2016)
Vinhas, Alberto Sa, (2010)
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