The role and impact of firm's strategic orientations on launch performance : significance of relationship orientation
Minna Matikainen (Faculty of Pharmacy, University of Helsinki, Helsinki, Finland), Harri Terho (Turku Institute for Advanced Studies, Turku School of Economics, University of Turku, Turku, Finland), Petri Parvinen (University of Helsinki, Helsinki, Finland), and Anne Juppo (Faculty of Pharmacy, University of Helsinki, Helsinki, Finland)
| Year of publication: |
2016
|
|---|---|
| Authors: | Matikainen, Minna ; Terho, Harri ; Parvinen, Petri ; Juppo, Anne |
| Published in: |
The journal of business & industrial marketing. - Bingley : Emerald Publishing Limited, ISSN 0885-8624, ZDB-ID 649550-3. - Vol. 31.2016, 5, p. 625-639
|
| Subject: | Market orientation | Launch performance | Market-based assets | New product launch | Product advantage | Relationship orientation | Product orientation | Marketingmanagement | Marketing management | Produktentwicklung | New product development | Unternehmenserfolg | Firm performance | Beziehungsmarketing | Relationship marketing | Erfolgsfaktor | Success factor |