Firm survival through a crisis: the influence of market orientation, marketing innovation and business strategy
As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of...
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| Format: | Journal Article |
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Elsevier Inc.
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/19540 |