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Keywords: Marketing capabilities
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Journal Articles
Marketing innovation and sustainable competitive advantage of manufacturing SMEs in Ghana
Available to Purchase
Journal:
Management Decision
Management Decision (2019) 57 (7): 1535–1553.
Published: 30 October 2018
... resources and capabilities. The paper seeks to offer an alternative framework “resource capability-based view (RCBV)” that provides a strategic marketing direction for SMEs regarding how innovative marketing practices and dynamic marketing capabilities integrate to create sustainable market advantage...
