Marketing's influence in new product development: Integrating existing power-based theories

被引：0

作者：

Atuahene-Gime, K ^{[1
]}

Andrus, DL ^{[1
]}

机构：

[1] City Univ Hong Kong, Hong Kong, Hong Kong, Peoples R China

来源：

2001 AMA WINTER EDUCATORS' CONFERENCE - MARKETING THEORY AND APPLICATIONS | 2001年 / 12卷

关键词：

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketing's role in new product development as a powerful participant can be attributed not only to its conventional position in the process, but also to underlying contributors of political and systemic power. As new product development is understood to be important to the continued growth of an organization, this study focuses on influence dynamics in decision-making surrounding the process of developing new products (Brown and Eisenhardt 1995).

引用

页码：62 / 63

页数：2

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