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Keywords: Outside-in marketing capabilities
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 09 April 2026
...Choong Il Im; Sungho Lee Purpose This study examines how SMEs can succeed in dynamic environments by investigating (1) how outside-in marketing capabilities affect firm performance through different innovation pathways and (2) how environmental and organizational factors moderate...
Includes: Supplementary data
