SHOULD TOP MANAGEMENT GET INVOLVED IN MARKET INFORMATION COLLECTION EFFORTS?
Abstract
Research in marketing has typically studied market information collection efforts from the perspective of employees and market research companies, disregarding the role that the top management team (TMT) plays in these efforts. In a B2B environment, we find positive effects of TMT involvement in market information collection efforts on firm innovativeness above and beyond employees’ market information collection efforts. The observed effects are stronger for smaller firms and high-tech companies
DOI: https://doi.org/10.2478/gfkmir-2014-0047 | Journal eISSN: 2628-166X
Language: English
Page range: 44 - 49
Published on: Jul 19, 2014
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
Keywords:
Related subjects:
© 2014 Nukhet Harmancioglu, Amir Grinstein, Arieh Goldman, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.