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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|Contributors:||Kumar, Nirmalya; Scheer, Lisa; Kotler, Philip|
|Type of Publication:||Article|
|Title record from database:|| OLC-SSG Economic Sciences|
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