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Keywords: Strategic hybrid orientation
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Journal Articles
The strategic hybrid orientation and brand performance of B2B SMEs
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Journal of Small Business and Enterprise Development (2017) 24 (3): 585–606.
Published: 29 June 2017
...Muhammad Anees-ur-Rehman; Saila Saraniemi; Pauliina Ulkuniemi; Pia Hurmelinna-laukkanen Purpose The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance...
