The growing complexity and pace of industrial technological change are forcing firms to forge new alliances and to respond more efficiently to market changes. This process is leading some companies towards more strategically directed integration within external agencies. Some are also adopting a sophisticated electronic toolkit in their design and development activities. These leading edge innovators are beginning to take on elements of the fifth‐generation (5G) innovation process. Describes developments towards this process.
International Marketing Review – Emerald Publishing
Published: Feb 1, 1994
Keywords: Corporate strategy; Industry; Innovation; New product development; Technology
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