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The effect of market orientation on innovation speed and new product performance
Carbonell, Pilar; Rodríguez Escudero, Ana I. - In: The journal of business & industrial marketing 25 (2010) 7, pp. 501-513
Persistent link: https://www.econbiz.de/10008749940
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Speed or quality? : how the order of market entry influences the relationship between market orientation and new product performance
Rodríguez-Pinto, Javier; Carbonell, Pilar; … - In: International journal of research in marketing : IJRM ; … 28 (2011) 2, pp. 145-154
Persistent link: https://www.econbiz.de/10009238541
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Speed or Quality? How Order of Market Entry Influences the Relationship Between Market Orientation and New Product Performance
Rodriguez-Pinto, Javier - 2011
The role of market orientation as an antecedent of new product performance has been extensively documented in the literature. What is less clear, however, is how firms should deploy their market orientation under different market conditions. This study addresses this question by investigating...
Persistent link: https://www.econbiz.de/10013130002