Research Output
Marketing orientation and its impact on product development in the Scottish software Industry.
  In this paper, the authors discuss and evaluate marketing orientation and its impact on product development in the Scottish software industry. Spektra Systems Limited is used as a case in point. The authors carry out a wide literature review encompassing current strategic marketing theory on marketing orientation and new product development in small high-technology firms. This is tested using primary research carried out in Scotland between 1997 and 1999.

  • Publication Status:

    Published

  • Library of Congress:

    HD28 Management. Industrial Management

  • Dewey Decimal Classification:

    658 General management

Citation

Cuthbert, A. & Thomson, J. R. (1998). Marketing orientation and its impact on product development in the Scottish software Industry

Authors

Keywords

marketing orientation; product development; small high-technology firms; software industry;

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