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Keywords: Market opportunities
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2024) 42 (1): 168–189.
Published: 15 December 2023
... of small firms apply effectual logic to translate their individual alertness to market opportunities into firms' performance. Design/methodology/approach A set of hypotheses is tested by partial least squares analysis of survey data collected from small firms in New Zealand. Findings The results...
