Marketing of innovation in turbulent market: introduction of an ambidextrous marketing innovation paradigm

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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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Bibliographic Details
Main Authors:	Nezakati, Hossein *, Sharifirad, Kourosh
Format:	Conference or Workshop Item
Published:	2015
Subjects:	HF Commerce
Online Access:	http://eprints.sunway.edu.my/2026/

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