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Keywords: Design orientation
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Journal Articles
The role of marketing and product design in driving firm’s performance
Available to Purchase
Journal of Product & Brand Management (2021) 30 (2): 231–243.
Published: 16 March 2020
...Mónica Canto Primo; Irene Gil-Saura; Marta Frasquet-Deltoro Purpose This study aims to suggest an integrative model to investigate design orientation by analyzing its links with market orientation and its ability to generate and maintain a competitive advantage and improve effectiveness. Design...
