...Mehir Baidya; Bipasha Maity; Supriyo Ghose Purpose There has been a lot of research on how to set marketing budgets, but the overlooked aspect was how allocating funds influences business performance in a multi-goal context. This study aims to examine the relationship between business performance...

... networks acting in different business areas in mid Sweden. Findings Competition‐neutral, social, and personal goals were found to be powerful drivers promoting shared values and commitment among competitors, whereas business‐related goals worked well for complementary firms, providing a more stable...