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营销对创新的侵蚀作用

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发布于 2018-4-26 16:29:41 | 显示全部楼层 |阅读模式
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外文标题: Sales–marketing encroachment effects on innovation
外文摘要: The role of sales has changed dramatically during the last two decades, with sales becoming increasingly strategic
and encroaching on domains that traditionally belong to marketing. Many studies address the role of marketing
in new product development (NPD) success, but research on the increasing importance of sales, its changing role
and changing dynamics with marketing is scarce. This empirical study of 296 Hungarian firms addresses this gap
and shows that the extent to which sales encroaches on marketing's tasks is influenced by interface relations, exchange
processes and sales' capabilities. The effect of sales–marketing encroachment on NPD financial success is
partially mediated by customer involvement, while its effect on market success is fully mediated by customer involvement.
These findings suggest that firms may improve their NPD financial performance by letting sales encroach
on marketing tasks, but need to establish customer co-creation initiatives to benefit from sales–
marketing encroachment in terms of superior NPD performance compared with competitors.
英关键词: New product development success Sales–marketing interface Customer co-creation Emerging economy
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译文标题: 营销对创新的侵蚀作用
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