Approaches to market orientation and new product development in smaller enterprises: a proposal for a context-rich interpretive framework

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/5034

Title: Approaches to market orientation and new product development in smaller enterprises: a proposal for a context-rich interpretive framework
Author(s): Enright, Michael R.
Abstract: This paper compares and contrasts conventional approaches to market orientation and new product development with findings from two field surveys of smaller enterprises. It finds that, for these smaller enterprises, both market orientation and new product development remain characterized by intuitive approaches. A new interpretive framework for smaller enterprises is proposed for the alternative trajectory it provides for the study of marketing decision making, in particular the inherently risky process of new product development.
Publication type: Journal article
Research centre: Swinburne University of Technology. School of Business
Source: Journal of Strategic Marketing, Vol. 9, no. 4 (2001), pp. 301-313
Publication year: 2001
Keyword(s): Market orientation; New product development; Small to medium enterprises
Publisher: Routledge
Format: text/xml
ISSN: 0965-254X
Publisher URL: Journal of Strategic Marketing
Publisher URL: http://dx.doi.org/10.1080/09652540110079056
Peer reviewed