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Keywords: Product program innovativeness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (12): 3347–3380.
Published: 28 September 2022
... the enhancement of product program innovativeness and NPD decision-making flexibility. The positive effect of AO on product program innovativeness and NPD decision-making flexibility is heightened when a firm consistently carries out a series of alliance management activities, including alliance scanning...
