Should firms invest more in marketing or R&D to maintain sales leadership? An empirical analysis of sales leader firms
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Economics and Econometrics,Business and International Management
Link
https://link.springer.com/content/pdf/10.1007/s11747-021-00774-2.pdf
Reference112 articles.
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5. Arnold, T. J., Fang, E., & Palmatier, R. W. (2011). The effects of customer acquisition and retention orientations on a firm’s radical and incremental innovation performance. Journal of the Academy of Marketing Science, 39(2), 234–251.
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