Dutta, Shantanu; Narasimhan, Om; Rajiv, Surendra - In: Marketing Science 18 (1999) 4, pp. 547-568
capabilities. Specifically, we suggest that marketing, R&D, and operations capabilities, along with interactions among these … entails modeling a firm's functional activities—viz., marketing, R&D and operations—as transformation functions that relate … firm should be reflected in a higher marketing capability. It also adds to the literature on “design for manufacturability …