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The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance
- Source :
- Journal of Product Innovation Management. Nov, 2005, Vol. 22 Issue 6, p464, 19 p.
- Publication Year :
- 2005
-
Abstract
- Research on proactive and responsive market orientation indicates that new product program performance is improved when one of the two orientations is high and the other is low. More complex interactions and effects are delineated and discussed.
Details
- Language :
- English
- ISSN :
- 07376782
- Volume :
- 22
- Issue :
- 6
- Database :
- Gale General OneFile
- Journal :
- Journal of Product Innovation Management
- Publication Type :
- Periodical
- Accession number :
- edsgcl.140798151