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Keywords: Profitability
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Journal Articles
Journal:
RAUSP Management Journal
RAUSP Management Journal (2026) 61: 24–41.
Published: 13 April 2026
... and time frames they generate sustained impacts on firm performance. This study aims to examine the individual and combined impacts of marketing and R&D on market share and profitability over time, while accounting for prior performance levels. Design/methodology/approach Using 18 years of panel...
Includes: Supplementary data
