Should firms invest more in marketing or R&D to maintain sales leadership? An empirical analysis of sales leader firms Academic Article

authors

• Shankar, Venkatesh (Venky)
• Varadarajan, Rajan

published proceedings

• JOURNAL OF THE ACADEMY OF MARKETING SCIENCE

altmetric score

• 2.25

author list (cited authors)

• Vadakkepatt, G., Shankar, V., & Varadarajan, R.

citation count

• 11

complete list of authors

• Vadakkepatt, Gautham||Shankar, Venkatesh||Varadarajan, Rajan

publication date

• November 2021

publisher

• Springer Nature  Publisher

published in

• Journal of the Academy of Marketing Science  Journal

keywords

• D Capital
• Marketing Capital
• Organizational Adaptation Theory
• R&
• Resource-based Theory
• Sales Leader
• Strategy
• Survival Analysis

Digital Object Identifier (DOI)

• 10.1007/s11747-021-00774-2

start page

• 1088

end page

• 1108

volume

• 49

issue

• 6

URL

• http://dx.doi.org/10.1007/s11747-021-00774-2