Article : texte imprimé

The stock market in the driver's seat! implications for R&D and marketing

Anindita Chakravarty, Auteur ; Rajdeep Grewal, Auteur |

Dans Management science (Vol. 57 N° 9, Septembre 2011)

The budgets for research and development (R&D) and marketing should be determined by managers to attain product market advantages. However, in response to investor expectations for short-term stock returns, managers may modify these budgets myop[...]

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