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Keywords: Arena-relevant marketing capabilities
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (2): 321–350.
Published: 19 January 2022
...Elena Ehrensperger; Daria Greenberg; Harley Krohmer; Felix Nagel; Wayne Hoyer; Z. John Zhang Purpose The purpose of the study is to introduce the idea of arena-relevant marketing capabilities and examine their impact on firm performance. Arena-relevant marketing capabilities are capabilities...
