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Keywords: Marketing strategy creativity
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2024) 26 (4): 612–641.
Published: 01 October 2024
... enterprises (SMEs), little attention has been paid to the decision-maker. This study aims to gauge the impact of the manager's decision-making styles (rational, intuitive, dependent, avoidant and spontaneous) on marketing strategy creativity, on its implementation effectiveness and, consequently...
