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Keywords: Strategic orientation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (11-12): 2020–2041.
Published: 11 November 2013
.... Brand orientation is a type of strategic orientation of an enterprise (Urde et al., 2011). The strategic orientation of a company is not always the discretionary choice of the management, but can be determined by their organizational and structural constraints (Hall and Saias, 1980 ; Morgan...
