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Journal articles (1997), Journal of Marketing Research, pp. 77-90

Strategic Orientation of the Firm and New Product Performance

GATIGNON H., XUEREB Jean-Marc

This research seeks to understand which of three different strategic orientation 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. (1997). Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research, pp. 77-90.