Proactive Market Orientation in U.S. Medical Manufacturing Industry - DeFoggi DBA, John;Buck, Jeffrey M.
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Market Orientation is a construct which has been widely discussed and researched over the last two decades. Until now it has not been studied within a specific industry with such a high impact as the medical manufacturers in the United States. This book looks at the extant literature on the topic of market orientation and builds on Narver, Slater, & MacLachlan's concept of Proactive Market Orientation. A systematic assessment of key new product metrics are evaluated in relationship with proactive market orientation. The United States medical manufacturing industry is evaluated due to its…mehr

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Produktbeschreibung
Market Orientation is a construct which has been widely discussed and researched over the last two decades. Until now it has not been studied within a specific industry with such a high impact as the medical manufacturers in the United States. This book looks at the extant literature on the topic of market orientation and builds on Narver, Slater, & MacLachlan's concept of Proactive Market Orientation. A systematic assessment of key new product metrics are evaluated in relationship with proactive market orientation. The United States medical manufacturing industry is evaluated due to its commitment to innovation and investment in new products. There are surprising results and new insights into which metrics are most productive in managing new product development.
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Autorenporträt
Dr. DeFoggi is a medical industry consult and lectures at North Park University. He has a Doctorate in Business administration from Anderson University. Dr. Buck earned his PhD at the University of Mississippi. He is the director of MBA programs and associate professor of marketing in the Falls School of Business at Anderson University.