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Home List of Titles Approaches to market orientation and new product development in smaller enterprises: a proposal for a context-rich interpretive framework
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/5034
- Approaches to market orientation and new product development in smaller enterprises: a proposal for a context-rich interpretive framework
- Enright, Michael R.
- 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
- Journal of Strategic Marketing, Vol. 9, no. 4 (2001), pp. 301-313
- Publication year
- Market orientation; New product development; Small to medium enterprises
- Publisher URL
- © 2001 Taylor & Francis Ltd.
- Peer reviewed