HIGHLIGHTS
- who: Han-Wen Liu and Li-Ren Yang from the Department of Business Administration, Tamkang University, Taipei, Chinese Taipei have published the Article: Influence of Marketing Strategy on NPD Performance: Role of Customer Perceived Value and Product Characteristics, in the Journal: (JOURNAL)
- what: The aim of this research was to investigate the associations among implementation of_(CPV) and NPD performance. This study attempts to fill the gap in the literature by identifying the roles of customer perceived value and product characteristics in the relationship between brand marketing strategy and new product development success. The problem . . .
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