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Marketing strategy and customer involvement in product development

Svendsen, Mons Freng; Haugland, Sven A.; Grønhaug, Kjell; … - In: European journal of marketing : EJM 45 (2011) 4, pp. 513-531

Persistent link: https://www.econbiz.de/10008927769

Marketing strategy and customer involvement in product development

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....

Persistent link: https://www.econbiz.de/10014722727