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Keywords: Marketing value chain
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Journal Articles
Academia Revista Latinoamericana de Administracion (2022) 35 (1): 20–36.
Published: 19 November 2021
... that none of these previous studies considers the impact of OI on firm value as an objective financial outcome, neither the effect on the value chain of marketing. For this reason, the marketing value chain (Rust et al., 2004) is a way to link OI to finance and is a research opportunity, given...
