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Technical and marketing aggressiveness and the effectiveness of research and development

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2 Author(s)
Brockhoff, K. ; Inst. for Res. in Innovation, Kiel Univ., Germany ; Pearson, A.

It is argued that the degree of technical and marketing aggressiveness has an impact on the performance of a firm. The reasons for this are explored drawing upon a number of recent research studies. The conclusions are that these two dimensions, which are identifiable in practice, are useful descriptors of important organizational characteristics and as such provide information for managerial decisions

Published in:

Engineering Management, IEEE Transactions on  (Volume:39 ,  Issue: 4 )