Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities
The gap between the relatively static marketing resources of a firm and the turbulent marketplace is growing in importance for both practitioners and academics alike. This paper explores how marketing capabilities, specifically market orientation, work synergistically with other organizational capab...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley-Blackwell Publishing
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |