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Exploring the Role of Product Development Capability for Transforming Market-ing Intelligence into Firm Performance

Helm, Roland ; Krinner, Stephanie ; Endres, Herbert



Abstract

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets. Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies. Findings: Results reveal that sales integration and holistic macroeconomic view are ...

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