Original paper
Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy
Abstract
While it has been advocated that the generation and application of market knowledge shape marketing capabilities to commercialize new products, the weak institutional environment makes access to critical market knowledge challenging in emerging economies. Critically, managerial social ties with business and political institutions may complement the firm’s market orientation (MO) to obtain market knowledge that is not available in the open market...
Paper Details
Title
Supporting new product commercialization through managerial social ties and market knowledge development in an emerging economy
Published Date
Oct 12, 2015
Volume
33
Issue
2
Pages
411 - 433
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