The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market

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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...

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Bibliographic Details
Main Authors:	Davcik, N.S., Sharma, Piyush
Format:	Conference Paper
Published:	2017
Online Access:	http://hdl.handle.net/20.500.11937/88178

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