×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Marketing Capabilities In New Technology Based Firms
     

Marketing Capabilities In New Technology Based Firms

by Muhammad Shahid Qureshi
 
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

Overview

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.

Product Details

ISBN-13:
9783639297768
Publisher:
VDM Verlag
Publication date:
10/22/2010
Pages:
268
Product dimensions:
6.00(w) x 9.00(h) x 0.61(d)

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews