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Keywords: Resource-based view approach
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Journal Articles
An empirical investigation of the impact of marketing analytics capability on SME performance: a resource-based view approach
Available to Purchase
Asia-Pacific Journal of Business Administration (2024) 16 (5): 1275–1302.
Published: 25 April 2024
... Marketing analytics capability Resource-based view approach The digitalization of economies across the globe has crystalized the dependency on marketing analytics by business organizations and small and medium enterprises (SMEs) with the support of marketing analytics capability (MAC...
