Construct · 1 fields · 1 citations

technology orientation: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
technologyorientation1 CONSTRUCTTechnology orientationGATIGNON · MARKETING

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Marketing

a firm's willingness and ability to acquire and use advanced technology in developing new products.

In marketing, technology orientation refers to a firm's willingness and ability to acquire and use advanced technology in developing new products. This meaning comes from Gatignon (1997) in Journal of Marketing Research.[1]

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Nearby constructs

orientation4 fields · 5 citationsjingle · one word, four constructs

References

  1. Gatignon, H., & Xuereb, J. (1997). Strategic Orientation of the Firm and New Product Performance. Journal of Marketing Research, 34(1), 77-90. https://doi.org/10.1177/002224379703400107

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