Marketing Capability and Firm Performance: Mediating Role of New Product Development and Management Innovation
نویسندگان
چکیده
منابع مشابه
Marketing capability, organizational adaptation and new product development performance ¬リニ
a r t i c l e i n f o The authors propose a mediated moderation model that links marketing capability from an outside-in perspective, organizational adaptation mechanism exploitation and exploration, organizational structural factors, and new product development (NPD) performance. The model is tested using survey data from USA and China. The results suggest that marketing capability is positive...
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ژورنال
عنوان ژورنال: The International Journal of Business & Management
سال: 2020
ISSN: 2321-8916
DOI: 10.24940/theijbm/2020/v8/i2/bm2002-033