| Autor: |
B Ramaseshan, Loo Soon Pang |
| Rok vydání: |
2014 |
| Předmět: |
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| Zdroj: |
Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference ISBN: 9783319118840 |
| Popis: |
This paper investigates the relationship between market orientation and new product performance. The results show a strong positive relationship between market orientation and the overall performance of new products. Market orientation is also shown to have a strong positive effect on the market performance and project performance of new products. The managerial implications and the limitations are discussed. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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