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18 3 )&!+, :!*7 *)*B, **! * &'!'! - +*&'&,0, (/(', : I+(&'* -/ (9*)*B * &+7 I! : '.* 9!)*!7. "*.*. )&!+,0.*/! *)*7 :!*H',& :(' *. I7 (/ *B +$,(, 7*. '70 ' (+0 #&! &'!.$',! :H*$ : *J(( +$,( *&'('!- )*+,! '&'* [Swan ' *., 1999, &. 263; Van de Ven, 1986]. %J (:#7 I/ ),0..!+7 0 (*.*/! &9!+, ':... %)*7 ). &'(B * +**B(B 9-, & *J.+&(B C0''.(B. )&, F +$#H )(+( 7. 70, ' * : '0 : 7:! [Wolfe, 1994, &. 411]. 7(( ' ( :..(B *&' (#(B.*/* (:#- 7 * &+*I7 *)*B, F H :0! +*:!'( (*! :('! -/ +B [Rothwell, 1992]. I/ ),0.*/!. - &'+. 7',.+*, +B *)*B,.#($#( : 1960-/ *: *. &'(/ +**B(/ &+(/ *' '((/. D*&'+7 *&!$#(/ (:#, *)*B 0!.$ &+*(- *.* *()' P.. %+,H-!I+((+ (&, F &.)(9*#(B :*&' *)*B &+$', :*(, 0+$ 9!)*- H$ *)*B- *7+,&'* H 9!)*7 :* [z+,, 1997, &. 7]. *:* ' (.- *:! (:#$', *.(&!$', &* (- 0(, 7( $', *.*'( *)*-. P.( $#(&,. )* *'- #(:7(/ ["# J(B, P!/, 2000; D(, (9(+, 2005] ' :!C*I(/ 9/*)*, [Barnett, 1953; Rogers, 1995; Cooper, 1986; Zaltman, 1984] I ( ('( (:! / ' (&'(,. (- '(/ 7, 7* C (7(+(&7 &. I((!&.*J :+'( J+7/ * - *- -- '*+7! (0+7* - '/+0*- C 0.!'!: (:,!*+,*&',; +$)*B*&',, :'*&',. (!; &J'C*&',, &(&'*&',; &!&.*+, :#!F*&',; :!+*&', C H'(((. )&( &(/ &9 / &!&.*+,0 I(''7; *) *H')*7.*(F7.!'(&'*.!- '* '.&+!0; *.**&',.' C ' #*!7 &.I(#*, &. 7- *&', -/ :+7; 18

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33 +( 9' +(.!0 0!. :.#'!H ( (- &'7.!'! :7( 9'! *I&C(&'*&-!*)*-. 1. J! '.* I(''H0 )(+!.!'!, +(.,0 BI */' :H,. IH 9' +(. *! :C*+,J7 ' (+&'* +0.+(! : &'H *+,*&', &.I(#*, 9'(*&', +(.&'!. :(I!H',&7. 1'*&',.*(F!- H',&7 9' *I&C(&'*&0 &.*+!7, :7( 7! - F!H',&7 C:.!.)* *: #(&+ '(/, /' &.'(# &'(',&7 *)*B. 1.#'! SS &'., 9'(# #& : +7(, 7* - )'!$',!0!.!&* 9 /, /*:/ * :* - &'7/ $ , ((H *J 0!. - +B *)*B(/. )&*, F :& I!H',&7!$34 3,,. }/ #+,( H \. b!.'. B0. *7 *#0 :('! (1912) (+ ' :! +**B! +,.J( 7 *)*B. }- &!', :(',&7 '0: 1) (/*(), *7+,*&', H I + *)*B * :*B&$- H',&7.: *$,.*. (H)* +(J.*#$',.* * (''7 * ( (&'!$', -/ +7 &' 7 '/*#(//'/+- 0*#(/ *)*B, :'(/. (&('(. (C!'; 2) *#(B :(' H *&) :7( :!&(++7.*. (H)*, &*+,( # :! )*$ *I (( : 7+7$',&7 *.!'(, '/* ' '/+0*-; 3) *)*B(B. )& H +**B(, *.#(H',&7 : (/-! * : J!H',&7 *)*H$, F H. (C!'. %J I!#(, +**B +, \. b!.' 9!&!H',&7. 0'(:)*B*B 9 * *)*B0. )&!. D0* : $ & *)*- :!+$$', *# : &'7. 3 ( ),! *)*- 0!$',&7.: *$ * :+I * --.' C. 3 :- '(B.+( &)*+,0 :+7 *)*B! '(*&',! +* #& *',! '*B &+*B (7F &:'( :&' *+*B) 9 * B &* #!H. *:(/.*!#- (/ : *)*B0 I'! [! (#, 2004; &(B, 2008]. D(#B, +**B +, \. b!.' &+$+&7 B! &H! :('!. BJ+ *+, '.*. 1 $#(&,! '+*, ::#(, F, 7 &+*,! 50-/ / SS &'. C!+ &' +- 33

34 &(#! ',/! +, *)*B: 9!'+,* &+*I7. (+* &+*I7 &'!' &,* : C(. 3 '70 &'!.(/ * :7(. )7 *&'* *. &'- (* C*:&-J*+ +* C!+ :+$#(B '., C:.&-,. 7:(B :. )& &+*I, * : C, & '. ( C()' * #(, : 7(+&7 +**B - +, '/+0*#0.J'/! (C +&(#, technologypush, science-push, pro-active model ). " 7+7H &C$. (- #(-&+*(B +)$I,.#' 70 H 9!'+,* &+*I7, : J7 ( C()' * :.&$I7 *)*B. X* +* a!'!+(&7 :(#(/ &,0*!7+7/. ', F &* *)*B +I',!* (/( ' * (''7. "I+($ -/ &C+(*&'$ H ', F I(B '. ( C+7H :!+,- '', 7(B H /*( &! &.+,J0 '.!, &'!.* &'*-. 7:* : '(( : 7:( :.. *. E&*+,( 0+ :7 'B '.+70+! ( C()'*, +*:)*-.!)*-,!0. (*+7+&7. J( &'*7 *)*B0. )- &!, &!-&+*( ' &+*-&'!' &,( C- ', F :!(+ &' 7!.*7/ +(- *+,&'*!- (/ +C ' *B. 3 )&! I )*+*:)*-!(/ &70,. (*+7+&7 :# J!0(, * I&7 ''(#(. & (* 60-/.#'! 70-/ * SS &'. C!+ : C- + (! +, (+**B +, ('70!7..(', (0 '7I*7, demand-pull, need-pull, market-pull, reactive model ), F.7&$H',&7 &(#7 (!.!)*H$ * '!F( :C!'!. )B #&.&(+(+&7 C ',C.*B : #- &'! (! ( market shares battle ), F :!&(+.*-. &'( 9!&!0( *: &+*I, * : C (7+7 ((/.- ' C. '(0 *. 0:!7..('! C!$', +* C*+,J0 :#7. +* ('70!7..('.J'/ +7 &' 7 *)*- IH',&7 (7+.' C, 1 &'$', &'!.( '., F H :0! :+,('( :.('( (! / / ((H C H!$# +, ( coupling of R & D and marketing, feedback model ), F *C(H I+(*&', 7 ((/, ' * '/+0*#(/ 9' *. I +( *)*B (&'!.$', :!+,''( 1, 'I.' C( (!. +* *)*B- *7+,&'* ' ',0.+*7 :C *0$', 34

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line, Rosenberg, 1985]. }-. 0$ H /!7 *:*''7 I + *)*B, 7(/ *& :!+,''(!(/ &+*I, (* ($', * :7);.' C( (!; *&!$#* :7 (:*J* +7.*-) * :7, ' (*. )&* #7 +&! &**. [ *H$ ++$ '(/ #&*, F, 7 * +)$0, )'!H *)*B!. )&* :#!F*&', I7 (/ *B, *- (''*, (/*, H +, *)*B0. )&! ' (1986). " 7+7H &C$ #*' &'!'! (B. )& : C( 0.!'!. D.. &,(. 9&.!.- [Cooper, 1986] +, H &+$ &(&'$, F H.&+*- * '.( * */( / '. '!. %)*B(B. )& :0+7H',&7 7 +**B(B, C: I+(&'*. 7.. * '.(, + I '. ) C*. ++,(/ *B, (- 35

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