The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance
Article Abstract:
Research on proactive and responsive market orientation indicates that new product program performance is improved when one of the two orientations is high and the other is low. More complex interactions and effects are delineated and discussed.
Publication Name: Journal of Product Innovation Management
Subject: Business, general
ISSN: 0737-6782
Year: 2005
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Successful Development and Commercialization of Technological Innovation: Insights Based on Strategy Type
Article Abstract:
Market strategy is used to analyze disruptive innovations in the selection of a target customer group and in market orientation.
Publication Name: Journal of Product Innovation Management
Subject: Business, general
ISSN: 0737-6782
Year: 2006
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Dolls and sense
Article Abstract:
Marketing strategies adopted by the American Girl, a subsidiary of Mattle Inc., to promote their toys are discussed.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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