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- W2187576247 abstract "This paper outlines a conceptual framework which comprises two components externaladaptation and internal-effectiveness to understand how (1) industry forces influence firm characteristics market orientation, innovative culture and the role of strategic typologies in these links, and (2) firm characteristics contribute to brand performance. The results show industry forces positively influence market orientation (MO), but not associated innovative culture. While innovative culture is highest for prospectors, followed by analysers, defenders, and reactors, similar linkages were not found between strategic typologies and MO and industry forces. Finally, MO and innovative culture enable firms to achieve higher brand performance." @default.
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- W2187576247 date "2005-01-01" @default.
- W2187576247 modified "2023-09-26" @default.
- W2187576247 title "Industry Forces, Strategic Typologies, Firm Characteristics And Brand Performance: The Balance Between External And Internal" @default.
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