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Keywords: Co-creation marketing strategy
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Journal Articles
Journal of Business & Industrial Marketing (2024) 39 (7): 1406–1418.
Published: 25 December 2023
... quantitative methodology because the main objective of this study is to explore the role of export ventures’ performance (past) on guanxi networking, co-creation marketing strategies and present performance. Findings The empirical evidence suggests that guanxi networking and co-creation strategy can...
