Leveraging marketing capabilities into competitive advantage and export performance.
Tan, Q.; Sousa, C. M. P.;
- Publisher: Emerald
- Subject: Export performance | Competitive advantage | Marketing capabilities.
Purpose – By using the dynamic capabilities (DC) theory and the theory of competitive advantage, the purpose of this paper is to develop a framework to investigate the role of marketing capabilities on the firm’s export performance. Specifically, this framework depicts ... View more
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