Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy

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Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy

As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of...

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Bibliographic Details
Main Author:	Naidoo, Vik
Format:	Journal Article
Published:	Elsevier Inc. 2010
Subjects:	Market orientation SMEs Innovation China
Online Access:	http://hdl.handle.net/20.500.11937/19540

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