Effects of customer and innovation asset configuration strategies on firm performance

Journal of Marketing Research

Volumn 48, Issue 3, 2011, Pages 587-602

  Fang, Eric ^a   Palmatier, Robert W ^b   Grewal, Rajdeep ^c  

^a UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

^b UNIVERSITY OF WASHINGTON   (United States)

^c PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

Asset breadth; Asset depth; Configuration theory; Innovation; Marketing assets; Resource based view

Indexed keywords

EID: 79959356049     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.48.3.587     Document Type: Article

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