Freng Svendsen, Mons; Haugland, Sven A.; Grønhaug, Kjell; … - In: European Journal of Marketing 45 (2011) 4, pp. 513-530
Purpose – This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis....
