Balancing market exploration and market exploitation in product innovation : a contingency perspective
Year of publication: |
2015
|
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Authors: | Zhang, Haisu ; Wu, Fang ; Cui, Anna Shaojie |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 32.2015, 3, p. 297-308
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Subject: | Market exploration | Market exploitation | Customer need tacitness | New product innovativeness | New product development speed | New product financial performance | Produktentwicklung | New product development | Innovation | Innovationsmanagement | Innovation management | Marketing | Marketingmanagement | Marketing management |
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