Marketing strategy decision making in new product development : direct effects and moderation by market information time sensitivity and analyzability
Year of publication: |
2023
|
---|---|
Authors: | Durmusoglu, Serdar S. ; Atuahene-Gima, Kwaku ; Calantone, Roger J. |
Published in: |
European journal of innovation management. - Bingley : Emerald, ISSN 1758-7115, ZDB-ID 2028189-4. - Vol. 26.2023, 6, p. 1619-1648
|
Subject: | Analyzability | Comprehensiveness | Decision making speed | Decision quality | Incrementality | Information processing | Marketing strategy | Meaningfulness | New product development | Strategic decision-making process | Time sensitivity | Produktentwicklung | Entscheidung | Decision | Marketingmanagement | Marketing management | Strategisches Management | Strategic management |
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