Translating new product development-level improvisation-based learning into strategy in SMEs
conference contribution
posted on 2020-12-07, 10:26 authored by Artemi Tonikidou, Anne SouchonAnne Souchon, Kyriakos Kyriakopoulos, Paul Hughes, Belinda DewsnapBelinda Dewsnap, Mathew HughesThe nature of NPD is conducive to SMEs improvising at all stages of the process. This has the potential to create new knowledge, which, if retained and harnessed, can then be applied at higher strategic levels within the firm. This paper examines this phenomenon, through a preliminary qualitative study.
History
School
- Business and Economics
Department
- Business
Published in
2020 Global Marketing Conference at Seoul ProceedingsPages
300-305Source
Global Marketing Conference GAMMA (2020)Publisher
Global Alliance of Marketing & Management AssociationsVersion
- AM (Accepted Manuscript)
Acceptance date
2020-07-21Publication date
2020-11-30Publisher version
Language
- en
Location
SeoulEvent dates
5th November 2020 - 8th November 2020Depositor
Prof Anne Souchon. Deposit date: 28 July 2020Usage metrics
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