Orientacao Estrategice da Empresa e Desempenho dos Novos Produtos

This research seeks to understand which of the three different strategic orientations of the firm (customer, competitive and technological orientations) is more appropriate, when and why, in the context of developing product innovations.

GATIGNON, H. and XUEREB, J.M. (1999). Orientacao Estrategice da Empresa e Desempenho dos Novos Produtos. Comportamento Organizacional e Gestao, pp. 71-103.