acquisition-retention-orientations.pdf
foster.uw.edu
a firm’s focus on customer acquisition enhances its radical innovation performance but hinders its incremental innovation; a firm’s strategic orientation toward customer retention has the opposite effects. we demonstrate that the balance between radical and incremental innovation can be managed by d
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- a firm’s focus on customer acquisition enhances its radical innovation performance but hinders its incremental innovation; a firm’s strategic orientation toward customer retention has the opposite effects.
- we demonstrate that the balance between radical and incremental innovation can be managed by developing appropriate levels of customer acquisition and retention orientations
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