Younès El Manzani, Mohamed Larbi Sidmou, J. Cegarra
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The impact of the synergy between quality management and marketing capabilities on product innovation: proposal of a conceptual framework
In the context of innovation, research that has attempted to explore the synergy between quality management and marketing are few. The main objective of this paper is to theoretically contribute in the understanding of the synergistic exchange between the quality management (ISO 9001) and marketing capabilities to improve the performance of product innovation.
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