Innovation or customer orientation? An empirical investigation

European Journal of Marketing

Volumn 38, Issue 9-10, 2004, Pages 1065-1090

  Berthon, Pierre ^a   Mac Hulbert, James ^b,d   Pitt, Leyland ^c  

^a BENTLEY COLLEGE   (United States)

^b The Sanford C Bernstein Co Center for Leadership and Ethics   (United States)

^c ERASMUS UNIVERSITY   (Netherlands)

^d Vantage Point Associates LLC   (United States)

Author keywords

Company performance; Customer orientation; Marketing strategy; Organizational innovation; Product innovation; Technology led strategy

Indexed keywords

EID: 29144454896     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560410548870     Document Type: Article

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