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Eric M. Olson
Researcher at University of Colorado Colorado Springs
Publications - 29
Citations - 5659
Eric M. Olson is an academic researcher from University of Colorado Colorado Springs. The author has contributed to research in topics: Marketing strategy & Marketing management. The author has an hindex of 21, co-authored 29 publications receiving 5273 citations. Previous affiliations of Eric M. Olson include University of Colorado Boulder.
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Organizing for effective new product development: The moderating role of product innovativeness.
TL;DR: In this article, the authors describe cross-functional cross-faceted marketing and sales personnel are frequently called on to work with experts from other functional areas in the development of new products and services.
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The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior:
TL;DR: In this paper, the authors present and test a fit-as-moderation model that posits that overall firm performance is influenced by how well the marketing organization's structural characteristics and strategic behavioral emphases (i.e., customer, competitor, innovation, and cost control) complement alternative business strategies.
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The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance
TL;DR: In this article, the authors examined the effect of market orientation on new product program performance and found that market orientation is positively related to new product development performance, but the effect is moderated by the organizational implementation conditions and marketing function power.
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Patterns of cooperation during new product development among marketing, operations and R&D: Implications for project performance
TL;DR: In this paper, the authors examined patterns of cooperation between marketing, RD, marketing and RD, and found that early stage cooperation among marketing and operations is associated with superior performance for low innovation projects but is also associated with poor performance for innovative projects.
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Marketing's contribution to the implementation of business strategy: an empirical analysis
Stanley F. Slater,Eric M. Olson +1 more
TL;DR: A study that assesses the performance implications of matching marketing strategy to business strategy finds that superior performance at the firm or SBU level was achieved when specific marketing strategy types were matched with appropriate Miles and Snow (1978) business strategy types.