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Keywords: New products
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2010) 24 (1): 3–15.
Published: 23 February 2010
... outcome (de Brentani, 2001 ; Subramanian and Nilakanta, 1996). Innovativeness is linked to levels of risk, ambiguity, necessary resources and complexity (Lynn et al., 1996), and thus firms should have different priorities and approaches when developing new products and services. Recognizing...
