Dr. Pascale Hardy, Director DBA and Online Education, presented a competitive session paper titled “An empirical investigation of the antecedents of product innovation strategy and new product performance in export ventures” at the AMS World Marketing Congress that took place from 27 – 29 June, 2018 at the University of Lusiada in Porto, Portugal.
The World Marketing Congress is organized every 2 years by the (American) Academy of Marketing Science (AMS), which is one of the most prominent associations in the contemporary marketing field. AMS publishes the Journal of the Academy of Marketing Science, an ABS 4 Journal which is included in the Financial Times 50 (FT50) list.
Dr. Hardy’s research concentrates on export innovation processes and investigates the extent to which the interplay between organizational, managerial, and strategic factors facilitates the development of an effective export product innovation strategy, which in turn strengthens a firm’s new product performance in foreign markets.
This research can offer insights to the DBA School in its attempt to internationalize its programs and gain sustainable competitive advantage in the global market place.