摘要 : Purpose - This paper aims to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Design/methodology/ap... 展开
作者 | Javier Rodriguez-Pinto Jesus Gutierrez-Cillan Ana I. Rodriguez-Escudero |
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作者单位 | |
期刊名称 | 《European journal of marketing》 |
页码/总页数 | p. 590-607 / 18 |
语种/中图分类号 | 英语 / F7 |
关键词 | market entry new products competitive strategy profit Spain |
馆藏号 | F-129 |