Bunn, Michele D.; Savage, Grant T.; Holloway, Betsy B. - In: Journal of Business & Industrial Marketing 17 (2002) 2/3, pp. 181-203
Business‐to‐business technology development firms face a unique set of challenges when participating in the opportunities made possible by emerging multi‐sector innovations. The greatest challenge involves the firm’s efforts to influence and shape the market in its favor. This requires...