The dramatic breakdown of the market orientation concept in the pharmaceutical industry: lessons from Vioxx
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DOI: 10.1080/0965254x.2017.1384752
Abstract: Abstract In this article we present an in-depth case study to better understand the underlying market orientation concept in relation to bringing new technologies to the marketplace. We use the case history of the anti-arthritis… read more here.
Keywords: orientation; dramatic breakdown; breakdown market; market ... See more keywords