Clan culture, strategic orientation and new product performance in Chinese marketing ventures: an exploration of main and moderating effects

Volume: 20, Issue: 3, Pages: 267 - 286
Published: Jun 1, 2012
Abstract
We investigate the role of Chinese clan culture in influencing firms' strategic orientations and new product performance outcomes in this transitional economy. We also test the moderating effects of the type of marketing venture (independent or corporate) pursued and the type of product development strategy (improved or novel) employed. We report the results of an empirical study of 187 high-technology new product, marketing ventures in China....
Paper Details
Title
Clan culture, strategic orientation and new product performance in Chinese marketing ventures: an exploration of main and moderating effects
Published Date
Jun 1, 2012
Volume
20
Issue
3
Pages
267 - 286
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