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Valerie Good
Michigan State University
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#1Valerie Good (MSU: Michigan State University)
#2Roger J. Calantone (MSU: Michigan State University)H-Index: 66
Abstract Executives and researchers continue to seek factors that lead to new product success. While prior research has suggested that outsourcing the selling function can help make the innovation process leaner and limit future liability, outsourcing can also pose risks in terms of safeguarding both customer relationships and confidential innovation capabilities. Moreover, examining the effects of outsourcing has been identified as a key research priority in recent marketing literature. Thus, u...
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