Business Strategies of Treacy and Wiersema: The Impact of Marketing Capabilities and Product Life Cycle

Mühlmeier, SilkeSilkeMühlmeierErz, AntoniaAntoniaErzTomczak, TorstenTorstenTomczakJenewein, WolfgangWolfgangJeneweinReynolds, K.2023-04-132023-04-132009-02-20https://www.alexandria.unisg.ch/handle/20.500.14171/76394enBusiness Strategies of Treacy and Wiersema: The Impact of Marketing Capabilities and Product Life Cycleconference paper