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Keywords: Sustained competitive advantage
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Journal Articles
Emerson Wagner Mainardes, Gabriela Pessoa de Oliveira Cisneiros, Carlos Jorge Taborda Macedo, Amilson de Araujo Durans
Journal of Business & Industrial Marketing (2022) 37 (1): 47–64.
Published: 08 February 2021
...Emerson Wagner Mainardes; Gabriela Pessoa de Oliveira Cisneiros; Carlos Jorge Taborda Macedo; Amilson de Araujo Durans Purpose The purpose of this study is to examine the effect of marketing capabilities on market orientation and sustained competitive advantage from the viewpoint of managers...
