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Keywords: Resource based view
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Journal Articles
Qualitative Market Research: An International Journal (2018) 21 (2): 253–272.
Published: 09 April 2018
.... The underpinning theory of this paper is the resource-based view of the firm – a strategic management perspective used to examine competitive advantages driven by organisational assets (Peteraf, 2003 ; Nason and Wiklund, 2018). Whilst the theoretical framework draws heavily on entrepreneurial marketing...

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