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• W2040693834 abstract "This paper sheds light on the importance of entrepreneurial marketing (EM) in the context of new technology ventures (NTVs) first product commercialisation. This study explores the role of EM expressed as the degree of complementarity between entrepreneurial orientation (EO) and market orientation (MO) in driving firms’ innovation activities including competence exploration and exploitation in achieving first product performance (FPP). The results of a survey drawn from Indian NTVs identify a significant effect for the complementarity of EO–MO on exploratory and exploitative innovation activities. Furthermore, the findings indicate a positive effect of both exploratory and exploitative activities in enhancing FPP and the contingency role of marketing capabilities (MCs) in enhancing the impact of competence exploration and exploitation in first product commercialisation." @default.
• W2040693834 created "2016-06-24" @default.
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• W2040693834 date "2015-04-27" @default.
• W2040693834 modified "2023-10-16" @default.
• W2040693834 title "The role of entrepreneurial marketing in new technology ventures first product commercialisation" @default.
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• W2040693834 doi "https://doi.org/10.1080/0965254x.2015.1035039" @default.
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