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Keywords: Mixed-method
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Journal Articles
Knowledge-based marketing and competitive advantage: developing new scales using mixed method approach
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Journal:
Journal of Modelling in Management
Journal of Modelling in Management (2021) 16 (4): 1208–1229.
Published: 10 June 2021
...-based marketing (KBM) capabilities. This paper aims to conceptualize KBM, to develop a new scale for KBM and to examine how to gain CA through KBM. Design/methodology/approach Drawing from the related literature and building on the concept of KBM, this paper conducted a mixed-method approach. After...
