Strategic orientation, innovation performance and the moderating influence of marketing management
Abstract
This research aims at exploring the relationship between a firm's strategic orientation, marketing management in terms of marketing mix tactics, and innovation performance. We examine three types of strategic orientations: customer, technology, and combined customer/technology orientation. We analyze their direct effect on innovation performance as well as the moderating effect of marketing management in terms of the marketing mix on this...
Paper Details
Title
Strategic orientation, innovation performance and the moderating influence of marketing management
Published Date
Apr 1, 2019
Journal
Volume
97
Pages
129 - 140
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Notes
History