Fakhreddin, Farbod; Foroudi, Pantea - In: Cogent Business & Management 9 (2022) 1, pp. 1-22
Grounded on the resource-based view, this study aims to examine the mediating role of product launch quality as a …-based resource enhancing firms' product launch quality, and right decisions concerning the product launch elevate new product …, through examining product launch quality as a deployment mechanism for leveraging market orientation on new product …