Unpacking the importance of intangible skills in new product development and sustainable business performance; strategies for marketing managers.

ABSTRACT: Firms need sufficient resources (tangible and intangible) and capabilities to build unique products due to customers' demands and choices, market competition and globalization. Despite sufficient resources, many firms cannot build new products according to the customers' preferences and market trends due to lack of marketing capabilities, lack of skilled marketing staff and lack of experienced managers. However, studies have not yet examined what types of intangible skills of marketing managers are prominent for building new products. This study examines the importance of the intangible skills; intellectual captial, financial literacy and business experience in new product development that results in sustainable competitive performance. We used a mixed-method approach; questionnaire (283)

SUBMITTER: Ali S 

PROVIDER: S-EPMC7518595 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature