Until recently, different types of innovation strategy have been introduced in innovation studies. However, their effects on firms' market performance have been under-explored. To overcome this limitation, we empirically examined the effect of different innovation strategies on firms' market...

Weder die theoretischen Betrachtungen noch die Ergebnisse einer Vielzahl empirischer Studien lassen eine eindeutige Aussage hinsichtlich der Vorteilhaftigkeit der Pionierrolle zu. Die Analyse der methodischen Entwicklungen und der ermittelten Pionierwirkungen zeigen, daß die Pionierrolle per se...

India is a nucleus of FMCG brands. There are huge national and multinational brands catering to their products to millions of people and generating immense capital. The players in the market include HUL, ITC, Nestle, Godrej, P&G, etc. These are multimillion names that are altering the retail...

This research intends to study the interface of key concepts of Marketing and Quality in relation to Fast Moving Consumer Goods (FMCG) Customers. Marketing variables i.e. product, price, place and promotion are exogenous variables, quality perception is the endogenous variable whereas Word of...

Manufacturers usually benefit by dividing their innovation processes into distinct phases in order to ensure that the development activities are performed efficiently in an appropriate sequence. Users usually do not apply such structured processes. They follow a more intuition-driven approach....