Fakhreddin, Farbod; Foroudi, Pantea; Rasouli Ghahroudi, … - In: Journal of Product & Brand Management 30 (2021) 6, pp. 916-936
Purpose: Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of new product performance. Design/methodology/approach: In this research, an on-site survey of Iranian,...