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Keywords: Resources and capabilities
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Journal Articles
Journal of Business & Industrial Marketing (2021) 36 (8): 1371–1388.
Published: 04 January 2021
..., especially marketing resources and capabilities, are crucial for marketing innovation (Ren et al., 2009) because firms can derive competitive advantages from possessing unique assets, resources and capabilities (Barney, 2001) or they can use their resources efficiently to develop competitive...
