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Keywords: Networking
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Journal Articles
Does social capital provide marketing benefits for startup business? An emerging economy perspective
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2022) 34 (9): 1864–1879.
Published: 11 November 2021
...Kumar Mukul; Neeraj Pandey; Gordhan K. Saini Purpose This study explores the relevance of social capital resources generated through networks to address the marketing challenges of startups. It looks into the marketing issues faced by startup firms in emerging markets and examines how...
Journal Articles
Relational embeddedness, tertius iungens orientation and relationship quality in emerging markets
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2008) 20 (4): 479–492.
Published: 03 October 2008
... limitation of this study is sample size (75). Hence, the findings of this study may not be generalisable. Practical implications The findings of this study suggest that higher ability to bond disparate actors in network of business firm (TIO) have a strong and favorable impact on improving the RQ...
