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Marketing-mix and new product diffusion : determination of optimal price and advertising strategies with a heterogeneous diffusion model
Schmalen, Helmut; Xander, Heiko Kay - In: Cross-functional innovation management : perspectives …, (pp. 259-276). 2004
Persistent link: https://www.econbiz.de/10002505323
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New product development in German and US technology firms
Simpson, James T.; Kollmannsberger, Christine; … - In: European Journal of Innovation Management 5 (2002) 4, pp. 194-207
This research tested a model in both Germany and the USA that contained marketing variables known to impact new product development success in high technology firms. We explore the link between national culture and new product development. A multi‐group LISREL analysis revealed that while the...
Persistent link: https://www.econbiz.de/10014721027