Marketing Capabilities in New Technology Based Firms » książka
Marketing Capabilities in New Technology Based Firms
ISBN-13: 9783639297768 / Angielski / Miękka / 2010 / 268 str.
The proper development of marketing skills and capabilities can help the entrepreneurial firms achieve competitive advantage. The book presents an integrative framework built on previous research and discusses the research carried out to tests the various antecedents and outcomes of marketing capabilities in German technology based entrepreneurial firms. Environmental turbulence, entrepreneurial orientation, market orientation and strategic orientation of the firm are tested as an antecedent to marketing capabilities of the firm. Firm performance is tested as an outcome of the marketing capabilities construct. This study highlights the necessity of firms to develop superior entrepreneurial and market orientation among the management team and also to invest on enhancing marketing capabilities as a way of achieving high levels of firm performance.
The proper development of marketing skills and capabilities can help the entrepreneurial firms achieve competitive advantage. The book presents an integrative framework built on previous research and discusses the research carried out to tests the various antecedents and outcomes of marketing capabilities in German technology based entrepreneurial firms. Environmental turbulence, entrepreneurial orientation,market orientation and strategic orientation of the firm are tested as an antecedent to marketing capabilities of the firm. Firm performance is tested as an outcome of the marketing capabilities construct. This study highlights the necessity of firms to develop superior entrepreneurial and market orientation among the management team and also to invest on enhancing marketing capabilities as a way of achieving high levels of firm performance.
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