The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology ventures

Industrial Marketing Management

Volumn 35, Issue 3, 2006, Pages 359-372

  Atuahene Gima, Kwaku ^a   Li, Haiyang ^b   De Luca, Luigi M ^c  

^a CHINA EUROPE INTERNATIONAL BUSINESS SCHOOL   (China)

^b RICE UNIVERSITY   (United States)

^c BOCCONI UNIVERSITY   (Italy)

Author keywords

China; Marketing strategy; New ventures; Performance; Product development; Strategic decision making; Strategy innovativeness

Indexed keywords

EID: 33644824065     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2005.05.017     Document Type: Article

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