HIGHLIGHTS
SUMMARY
Following basic and applied research activities, the NPD activity interacts with them to form the wider research and development (R and amp;D) process (Suomala and amp; Jokioinen, 2003; Matthews 1991; Batty, 1988; Chiesa, 2001; Chiesa and amp; Frattini, 2007; Chiesa et_al, 2008; Chiesa et_al, 2009; Davila, 2000). The literature currently agrees on accounting`s positive effects on creativity and innovation (e_g Davila and amp; Foster 2007; Davila et_al, 2009; Moll, 2015; Major et_al, 2018). This article offers a comprehensive and meaningful synthesis of the current state of research on the MA phenomenon in . . .
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