DECIPEHERING SUCCESSFUL NEW PRODUCT LAUNCH: FINDING BALANCE BETWEEN DESIGN FORM AND FUNCTION, AND CONSUMER INNOVATIVENESS
Tania Bucic, Obaid Gill, Liem Ngo
Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) pp.1233-1234
CAPTURING VALUE FROM OPEN PRODUCT INNOVATION: THE EFFECTS OF PRE-LAUNCH TECHNOLOGY IN-LICENSING AND POST-LAUNCH PRODUCT UPGRADES ON NEW PRODUCT MARKET PERFORMANCE
Seongsoo Jang, Max von Zedtwitz
Global Marketing Conference 2018 Global Marketing Conference at Tokyo (2018.07) p.1232
ARE MARKET-ORIENTED FIRMS PIONEERS IN NEW PRODUCT LAUNCH? AN INVESTIGATION OF POSITIONAL ADVANTAGE, TIMING OF ENTRY, AND NEW PRODUCT PERFORMANCE
Andy Wei Hao, Chiquan Guo, Yong J. Wang, Anshu Saran
Global Marketing Conference 2014 Global Marketing Conference at Singapore (2014.07) p.116