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Keywords: Product orientation
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Journal Articles
The role and impact of firm’s strategic orientations on launch performance: significance of relationship orientation
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Journal of Business & Industrial Marketing (2016) 31 (5): 625–639.
Published: 06 June 2016
...Minna Matikainen; Harri Terho; Petri Parvinen; Anne Juppo Purpose This study examines the role and relative impact of market orientation, product orientation and relationship orientation on new product launch performance, investigating product advantage and market-based assets as alternative...
