The value of marketing innovation: Market-driven versus market-driving
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DOI: 10.1016/j.jbusres.2020.12.067
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Cited by:
- Wang, Xinxin & Qin, Yong & Xu, Zeshui & Škare, Marinko, 2022. "A look at the focus shift in innovation literature due to Covid-19 pandemic," Journal of Business Research, Elsevier, vol. 145(C), pages 1-20.
- Stathakopoulos, Vlasis & Kottikas, Konstantinos G. & Painesis, Grigorios & Theodorakis, Ioannis G. & Kottika, Efthymia, 2022. "Why shape a market? Empirical evidence on the prominent firm-level and market-level outcomes of market-driving strategy," Journal of Business Research, Elsevier, vol. 139(C), pages 1240-1254.
- Li, Xishu & Zuidwijk, Rob & de Koster, René & Sethi, Suresh, 2023. "Time for upgrades? In time for consumers and competition," International Journal of Production Economics, Elsevier, vol. 256(C).
- Mahvish Aslam & Imran Shafi & Jamil Ahmed & Mirtha Silvana Garat de Marin & Emmanuel Soriano Flores & Marco Antonio Rojo Gutiérrez & Imran Ashraf, 2023. "Impact of Innovation-Oriented Human Resource on Small and Medium Enterprises’ Performance," Sustainability, MDPI, vol. 15(7), pages 1-23, April.
- Ozge Yasar & Tulay Korkusuz Polat, 2022. "A Fuzzy-Based Application for Marketing 4.0 Brand Perception in the COVID-19 Process," Sustainability, MDPI, vol. 14(24), pages 1-22, December.
- Jianping Peng & Qun Qin & Tanya (Ya) Tang, 2021. "The Influence of Marketing Innovations on Firm Performance under Different Market Environments: Evidence from China," Sustainability, MDPI, vol. 13(18), pages 1-15, September.
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Keywords
Marketing innovation; Market-driven; Market-driving; Market dynamism; Firm value;All these keywords.
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