Konu "New Product Development" için İşletme Bölümü / Department of Business Administration listeleme
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Development and Verification of Marketing Capabilities Scale for B2B Firms
(Eskişehir Osmangazi Üniversitesi, 2021)This study aims to develop and confirm a scale of marketing capabilities for B2B firms. For this purpose, the existing scales for market sensing, new product development and strategic partnering capability were reorganized, ...