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Viable strategy configurations and new product development capability and performance : Evidence from Thailand

Racela, Olimpia C. - In: Asia Pacific Journal of Marketing and Logistics 27 (2015) 2, pp. 249-266

Purpose – The purpose of this paper is to identify firm groups pursuing different configurations of customer-, entrepreneurial-, and information technology (IT) orientation and to compare their new product development (NPD) capability and NPD performance. Design/methodology/approach –...

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