markets are now more complex, risky and unpredictable, economic trends uncertain, product life cycles are becoming shorter etc. it is no surprise companies have turn to innovation to gain competitive advantage over its competitors in the fight for resources and market share. Today, change has become a constant, and uncertainty a certainty. Companies in all industries worldwide are faced with a stressful external hypercompetitive environment (D’Aveni, 1994). According to Tidd and Bessant (2009), whilst…
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