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THE BOOK
TABLE OF CONTENTS
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Chapter 4Market Orientation and R&D Marketing Interaction in High-Technology Firms |
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What
it Means to be Market Oriented
- Becoming Market Oriented - Barriers to Being Market Oriented - The Hidden Downside of a Market Orientation R&D–Marketing Interaction - Nature of R&D–Marketing Interaction: Breakthrough versus Incremental Innovations - Barriers to R&D–Marketing Collaboration - Achieving R&D–Marketing Integration 
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