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Keywords: Brand management capabilities
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (6): 1463–1492.
Published: 31 May 2024
... capabilities – first, the level of complementarity between entrepreneurial orientation (EO) and market orientation (MO) as a dynamic capability, and second, brand management capabilities (BMCs) as an operational capability – in shaping a favorable NV brand image and promoting market performance. Research...
