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1-2 of 2
Keywords: Business performance
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2024) 26 (1): 163–190.
Published: 27 June 2023
...Kwabena Abrokwah-Larbi; Yaw Awuku-Larbi Purpose The purpose of this study is to empirically examine the effect of marketing modification on business performance from the perspective of marketing capabilities theory. Design/methodology/approach This study employed a survey method to collect...
Journal Articles
Journal of Research in Marketing and Entrepreneurship (2016) 18 (1): 27–52.
Published: 11 July 2016
...Hardeep Chahal; R.C. Dangwal; Swati Raina Purpose The main purpose of this study is to examine the synergistic impact of marketing orientation (MO) and strategic orientation (SO) on business performance (BP) and to explore role of entrepreneurial qualification (moderating) and SO (mediating) in MO...
