Intermediate-level outside-in marketing capabilities, technological innovation, and management innovation
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DOI: 10.1108/ejm-11-2021-0833
Abstract: Purpose This study aims to build a theoretical model including intermediate-level outside-in marketing capabilities (ILOIMC), radical and incremental technological innovations and management innovation. Design/methodology/approach This research used 272 pairs of survey questionnaires from Chinese firms’… read more here.
Keywords: level outside; outside marketing; innovation; management ... See more keywords