The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market
Product innovation allows firms to not only develop new market segments but also expand its current market segments and product portfolios; however, it is also associated with higher costs as well as higher risks and management challenges. Hence, despite growing research on product innovation, its e...
| Main Authors: | , |
|---|---|
| Format: | Conference Paper |
| Published: |
2017
|
| Online Access: | http://hdl.handle.net/20.500.11937/88178 |