Marketing resources, performance, and competitive advantage: A review and future research directions
Marketing scholars and practitioners recognize marketing resources as crucial drivers in the process by which firms develop their competitive advantages and achieve higher levels of performance. However, there is little agreement in the literature on what constitutes marketing resources or how these...
| Main Authors: | , |
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| Format: | Journal Article |
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Elsevier
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/31514 |