A Cuthbert
Marketing orientation and its impact on product development in the Scottish software Industry.
Cuthbert, A; Thomson, John R
Authors
John R Thomson
Abstract
In this paper, the authors discuss and evaluate marketing orientation and its impact on product development in the Scottish software industry. Spektra Systems Limited is used as a case in point. The authors carry out a wide literature review encompassing current strategic marketing theory on marketing orientation and new product development in small high-technology firms. This is tested using primary research carried out in Scotland between 1997 and 1999.
Conference Name | IMP Conference (15th): Interactions, Relationships And Networks: Towards The New Millennium |
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Start Date | Sep 2, 1999 |
End Date | Sep 4, 1999 |
Publication Date | 1999 |
Deposit Date | May 25, 2015 |
Peer Reviewed | Peer Reviewed |
Keywords | marketing orientation; product development; small high-technology firms; software industry; |
Public URL | http://researchrepository.napier.ac.uk/id/eprint/8272 |
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