Should firms invest more in marketing or R&D to maintain sales leadership? An empirical analysis of sales leader firms
Crossref DOI link: https://doi.org/10.1007/s11747-021-00774-2
Published Online: 2021-03-11
Published Print: 2021-11
Update policy: https://doi.org/10.1007/springer_crossmark_policy
Vadakkepatt, Gautham
Shankar, Venkatesh http://orcid.org/0000-0003-0080-2540
Varadarajan, Rajan
Text and Data Mining valid from 2021-03-11
Version of Record valid from 2021-03-11
Article History
Received: 3 August 2020
Accepted: 3 February 2021
First Online: 11 March 2021