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Product development capabilities: exploring mediating moderating links between international Product adaption and industrial manufacturers' business performance

Helm, Roland ; Bauer, Katharina ; Krinner, Stephanie ; Raabe, Katharina



Abstract

Product development is the crucial marketing capability for successfully and sustainably bringing new or adapted products to the market. Throughout the process, companies face challenges in how to adapt their products to international unknown markets while simultaneously enhancing their business performance. Inconsistent and confusing results on this relationship dominate previous research. We ...

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