Adoptive innovation becomes increasingly important in today’s competitive world. However, in the presence of current economic downturn, cautions are voiced against potential risks; these innovative activities can bring to from firm to country level. Our research addresses such concerns. The...

Purpose The main purpose of this study is to examine information directors in the area of communication activities related to innovation and marketing decisions in branding. Design/methodology/approach The study is quantitative and utilized structural equation modeling technique with the...

Grounded on the resource-based view, this study aims to examine the mediating role of product launch quality as a deployment mechanism in the association between market orientation and new product performance. Conducting an on-site survey of Iranian manufacturing industries, this study applies...