The Relationship between International Marketing Resarch Process and Innovation Capacity
Keywords:International marketing research, innovation, innovation capacity
AbstractMarket orientation, investment on R-D, leadership, culture are few key determinants of innovation capacity. According to our research, internationalization by exporting playing a role on improving innovation capacity, which requires proper international marketing research. In this study, qualitative data collected from exporters who are the members of Aegean Export Union in Izmir-Turkey. In depth interviews were conducted for investigating the relationship between international marketing research process and innovation capacity.
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