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Keywords: Religio-centric product strategy
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Journal Articles
Journal of Research in Marketing and Entrepreneurship (2020) 22 (2): 181–203.
Published: 11 November 2020
...Hendar Hendar; Moch. Zulfa; Alifah Ratnawati; Mulyana Mulyana Purpose The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship...
