@article {1973456,
	title = {Aligning Innovation with Market Characteristics},
	journal = {Journal of Marketing Research},
	volume = {43},
	year = {2006},
	month = {2006},
	pages = {296-302},
	keywords = {Marketing},
	author = {Voss,G. B. and Montoya,Mitzi and Voss,Z.}
}