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Keywords: Impact of MO and EO
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Journal Articles
International Journal of Retail & Distribution Management (2015) 43 (7): 580–596.
Published: 13 July 2015
... shows that both MO and EO act as a basis for improved business performance among small retailers. However, the performance impact of MO and EO is not that straightforward. Based on the research findings, it can be argued that both MO and EO require marketing capabilities to more fully unlock their value...
