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Keywords: Competitor-driven NPD
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Journal Articles
Entrepreneurial performance and marketing analytics: the role of new product innovation
Available to Purchase
Journal of Small Business and Enterprise Development (2024) 31 (2): 418–440.
Published: 27 February 2024
... of marketing analytics on business performance. NPI is a market-based innovation concept comprising customer- and competitor-driven NPD and incremental innovation. Design/methodology/approach Using survey data collected from UK-based entrepreneurial firms operating in the IT and telecoms industries, we...
