Citation
Lewrick, M., Omar, M., Williams Jr., R., Tjandra, N. C., & Lee, Z. (2015). Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings, 239-268. IGI Global. doi:10.4018/978-1-4666-8297-9.ch011
Authors
Keywords
Retail industry; marketing; market orientation; competitor orientation; start-up companies; entrepreneur; managers;
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