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Market Orientation and Successful New Product Innovation: The Role of Competency Traps
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Jul
Market Orientation and Successful New Product Innovation: The Role of Competency Traps A firm’s high degree of market orientation may create competency traps (also known as rigidities) that reduce new product innovation. Competency traps lead firms to fall unconsciously into adherence to routines and denial of the need for change. They lead them to rely […]