Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters
Book Chapter
Lewrick, M., Omar, M., Williams Jr., R., Tjandra, N. C., & Lee, Z. (2015)
Radical and Incremental Innovation Effectiveness in Relation to Market Orientation in the Retail Industry: Triggers, Drivers, and Supporters. In E. Pantano (Ed.), Successful Technological Integration for Competitive Advantage in Retail Settings, 239-268. IGI Global. doi:10.4018/978-1-4666-8297-9.ch011
The retail industry market environment is very competitive; thus, in order to maintain their competitive advantage retailers are required to continuously come up with innovati...