Marketing innovation: a consequence of competitiveness

Article English OPEN
Gupta, Suraksha; Malhotra, Naresh K.; Czinkota, Michael; Foroudi, Pantea;
(2016)

This research uses complexity theory to probe the relationship between competiveness and innovation in the marketing practices of large manufacturing firms that offer their branded products in a foreign market by engaging a network of local small-and medium-sized enterp... View more
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