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Keywords: Competitive intensity
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Journal Articles
Journal Articles
Journal Articles
Journal Articles
Journal Articles
Journal Articles
Journal of Business & Industrial Marketing (2020) 35 (6): 1001–1010.
Published: 25 February 2020
... The purpose of this study is to investigate the environmental conditions (i.e. competitive intensity) under which a pure strategy or an ambidextrous strategy of implementing responsive market orientations (RMOs) and/or proactive market orientations (PMOs) is more advantageous for firm’s performance...
Journal Articles
Journal of Business & Industrial Marketing (2020) 35 (2): 349–361.
Published: 11 December 2019
... also suggest at high levels of competitive intensity, the systematic combination of market orientation and brand orientation is critical in facilitating brand management capability enhancement and subsequent brand performance. Originality/value This study extends current literature by providing...

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