Marketing capability and firm performance: the mediating role of resource orchestration capability
Author:
Affiliation:
1. Department of Marketing and Corporate Strategy, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana
2. Department of Information Science, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/23311886.2024.2318880
Reference76 articles.
1. The Relationship between Competitive Strategy and Firm Performance in Micro and Small Businesses in Ghana: The Moderating Role of Managerial and Marketing Capabilities
2. Managing the product innovations paradox: the individual and synergistic role of the firm inside-out and outside-in marketing capability
3. The role of innovation capability in the relationship between marketing capability and new product development: evidence from the telecommunication sector
4. Amoah J. (2010). Aktivátory a inhibitory sociálních médii ve vztahu k rozvoji MSP na příkladu MSP působících v sektoru služeb v Ghaně.
5. Deficit of digital orientation among service-based firms in an emerging economy: a resource-based view
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