Exploring Marketing Maneuverability's Role in Linking Entrepreneurial Orientation and Marketing Performance
Based on the Resource-Advantage theory (R-A theory), this study attempts to develop a solid framework for marketing maneuverability (MM), which could be used as a lever to optimize the role of entrepreneurial orientation (EO) and improve marketing performance (MP). This study develops MM in an effor...
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| Publicado no: | Revista Galega de Economía |
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| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidade de Santiago de Compostela
2024
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| Assuntos: | |
| Acesso em linha: | https://www.redalyc.org/articulo.oa?id=39180902006 https://www.redalyc.org/journal/391/39180902006/ https://www.redalyc.org/journal/391/39180902006/html/ https://www.redalyc.org/journal/391/39180902006/39180902006.epub https://www.redalyc.org/journal/391/39180902006/movil |
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