Leveraging marketing capabilities into competitive advantage and export performance
نویسندگان
چکیده
منابع مشابه
Impact of marketing capabilities on competitive advantage and business performance: research propositions
Research to date looking at marketing capabilities is limited to varied types of capabilities in general. The purpose of the study is to comprehend marketing capabilities from operational perspective and to explore its role in enhancing competitive advantage and business performance. The paper draws upon the extant literature to present a series of research propositions relating to marketing ca...
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ژورنال
عنوان ژورنال: International Marketing Review
سال: 2015
ISSN: 0265-1335
DOI: 10.1108/imr-12-2013-0279