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New project innovativeness: The case of Portuguese financial services
Vieira, J. M. Carvalho; Serra, Elisabete; Castro, Alberto; Martinez, A. L. GuevaraServices marketing literature has a tendency to perceive new services as generic and easily imitable. This paper examines the relationship of new services performance determinants (strategic/environment) from the application of a generic model. In particular, we investigate the degree of discontinuity of new projects(innovativeness to market/firm) impacts upon different levels of performance (financial/no-finan...
Data: 2004
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Origem: Veritati - Repositório Institucional da Universidade Católica Portuguesa
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