Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance
(2024)
Journal Article
Sousa, C. M. P., Tsinopoulos, C., Yan, J., & Benito, G. R. G. (online). Finding the sweet spot: effects of exporting on the relationship between R&D investment and NPD performance. International Marketing Review, https://doi.org/10.1108/imr-02-2024-0039
Purpose
The aim of this research is twofold: (1) to investigate when the effect of R&D investment on New Product Development (NPD) performance peaks – the sweet spot and (2) to analyze the influence of firms’ export activities on where that spot is....
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