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Keywords: Customer performance
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Journal Articles
The effect of startup marketing agility on new product creativity and new product performance: the moderating effect of technological turbulence
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (8): 1494–1521.
Published: 09 September 2024
..., marketing agility contributes significantly to new product performance across multiple dimensions, including market, financial, and customer performances. Third, this study underscores the pivotal role of new product creativity, with both novelty and meaningfulness proving to be key drivers of improved new...
