Abstract
Notes the concern that the launch of a new technological product into a European market can cause to the management of a company. Suggests that a close examination of the traditional planning process and a deeper understanding of the management devices that are used in marketing can indicate a clear strategy path to the company.
| Original language | English |
|---|---|
| Pages (from-to) | 45-59 |
| Number of pages | 15 |
| Journal | Management Decision |
| Volume | 34 |
| Issue number | 8 |
| Publication status | Published - 1996 |
Keywords
- Economic conditions
- Marketing
- Printing
- Strategy
- Technological innovation