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Market orientation, integrated marketing communications, and small and medium-sized enterprises (SMEs) performance: A comparison between developed and developing economies
Drawing on dynamic capabilities theory, the study aims to contribute to the existing literature by investigating the mediating role of integrated marketing communication (IMC) in the relationship between market orientation (MO) and customer-related…
Linking brand and competitive advantage: The mediating effect of positioning and market orientation
The purpose of this paper is to analyze the relationship between brand and competitive advantage (through differentiation) and the mediating effect of positioning and market orientation in this relationship.
An empirical study was developed using a…
An empirical study was developed using a…
LEVERAGING STRATEGIC ORIENTATIONS IN ACHIEVING A COMPETITIVE ADVANTAGE AMONG MSMES: A CROSS-COUNTRY MARKETING ANALYSIS
This study aims to understand the extent to which market orientation, learning orientation, and entrepreneurial orientation contribute to the marketing performance of micro, small, and medium enterprises (MSMEs) in Indonesia, Australia (Perth and…