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Keywords: Proactive market orientation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (4): 841–859.
Published: 25 November 2019
...Fabian F. Osorio Tinoco; Miguel Hernández-Espallardo; Augusto Rodriguez-Orejuela Purpose The purpose of this paper is to clarify how responsive market orientation (RMO) and proactive market orientation (PMO) create competitive advantage. Design/methodology/approach Nonlinear and interaction...
