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- W2205514589 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." @default.
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- W2205514589 title "Marketing orientation and its impact on product development in the Scottish software Industry." @default.
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