Product development capability and marketing strategy for new durable products
نویسندگان
چکیده
منابع مشابه
Marketing capability, organizational adaptation and new product development performance ¬リニ
a r t i c l e i n f o The authors propose a mediated moderation model that links marketing capability from an outside-in perspective, organizational adaptation mechanism exploitation and exploration, organizational structural factors, and new product development (NPD) performance. The model is tested using survey data from USA and China. The results suggest that marketing capability is positive...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 2013
ISSN: 0167-8116
DOI: 10.1016/j.ijresmar.2013.01.003