“…Recent calls have directed attention to integrated approaches whereby ACAP is perceived not in a vacuum but within the wider context of a firm's effort to develop and commercialize innovations (for example, Cepeda Carrion, Cegarra Navarro, & Jimenez Jimenez, 2012;Fernhaber & Patel, 2012;Kostopoulos, Papalexandris, Papachroni, & Ioannou, 2010;Vega Jurado, Gutie´rrez Gracia, & Ferna´ndez de Lucio, 2008;Volberda, Foss, & Lyles, 2010;Zhou & Wu, 2010). Embracing such an integrated approach and drawing lessons from a marketing management perspective, the recipe for competitive success in the development and commercialization of new products is best reflected, among other things, in a balanced attention to the technological and customer related aspects emerging in the innovation or new product development (NPD) process (Baker & Sinkula, 1999;Cooper & Kleinschmidt, 1995;Morgan, Vorhies, & Mason, 2009).…”