Drucker's insights on market orientation and innovation: Implications for emerging areas in high-technology marketing

Journal of the Academy of Marketing Science

Volumn 37, Issue 1, 2009, Pages 85-96

  Mohr, Jakki J ^a   Sarin, Shikhar ^b  

^a UNIVERSITY OF MONTANA   (United States)

^b BOISE STATE UNIVERSITY   (United States)

Author keywords

Creative destruction; Cross functional integration; Drucker; High technology marketing; Innovator's dilemma; Market orientation; Marketing of innovation; Marketing of technology; Proactive market orientation; Radical innovation; Technology and innovation

Indexed keywords

EID: 61349145668     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-008-0101-5     Document Type: Article

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