Collaborating with Public Research Institutions: Using Strategic Intent and Co-Created Value to Gain Strategic Opportunities in New Product Development
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Abstract
By collaborating with public research institutions, the paper seeks to understand how firms can leverage strategic intent and co-created value to gain strategic opportunities in new product develop...
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The Journal of Business-to-Business Marketing® encourages diversity in approaches to business marketing theory development, research methods, and managerial problem solving. An editorial board comprised of outstanding, internationally recognized scholars and practitioners ensures that the journal maintains impeccable standards of relevance and rigorous scholarship. The Journal of Business-to-Business Marketing features: •basic and applied research that reflects current business marketing theory, methodology, and practice •articles from leading researchers covering topics of mutual interest for the business and academic communities
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