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Mastering the complementarity between marketing mix and cutomer-focused capabilities to enhance new product performance

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Examining market entry mode strategies via resource-based and institutional influences : empirical evidence from a region-within-country economy context

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The contingent value of marketing and social networking capabilities in firm performance

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Do professional service firms benefit from customer and supplier collaborations in competitive, turbulent environments?

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Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas

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Unlocking solution provision competence in knowledge-intensive business service firms

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Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy

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Identifying the resource conditions that maximize the relationship between ambidexterity and new product performance

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The contingent value of marketing and social networking capabilities in firm performance

Heirati, Nima; O'Cass, Aron; Ngo, Liem Viet - In: Journal of strategic marketing 21 (2013) 1, pp. 82-98

Persistent link: https://www.econbiz.de/10010070095

Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance

O'Cass, Aron; Heirati, Nima - In: Journal of Business & Industrial Marketing 30 (2015) 1, pp. 60-71

Purpose – This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge into effective responsive...

Persistent link: https://www.econbiz.de/10014844298