Marketing of innovation in turbulent market: introduction of an ambidextrous marketing innovation paradigm
Turbulence, risk and uncertainty are now the normal situation of firms, markets and industries. This normality is underlined by periodic and irregular upturns and downturns which has two main effects. One is vulnerability, against which companies deploy their defensive shield. The latter is opportun...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
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2015
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/2026/ https://www.proquest.com/docview/1722806342?pq-origsite=gscholar |
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