While case-based research, books by insiders, and anecdotalevidence suggests
marketing often has a marginal role in productdevelopment in many successful
high-tech firms, there has beenlittle systematic comparison across high-tech
firms which identifiesfactors leading to this limited role. This paper draws on
tapedand transcribed interviews with marketing and/or R and Dmanagers in
thirty-four high... hiện toàn bộ
This paper demonstrates that applications of existing approaches to measuring
market orientation are myopic, non-comparative and over-reliant on the views of
single respondents. Consequently, a multi-perspective, multi-informant approach
for measuring market orientation is generated which focuses on gauging
customers', competitors' and intra-organizational members' perceptions of the
market orient... hiện toàn bộ
Marketing practitioners operate in a turbulent environment with increased market
competition and more discerning customers, which make it a necessity for
organisations to constantly re-appraise their competitive strategies. Porter's
(1980) typology is one of the most widely cited by academics and practitioners,
but it is debatable whether a single strategy will lead to sustainable
competitive adva... hiện toàn bộ
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