Marketing capability and firm performance: the mediating role of resource orchestration capability
AbstractThis study investigates the intricate relationship between marketing capabilities, resource orchestration capacity, and firm performance within the context of contemporary business environments. A quantitative research approach was employed in this study. Drawing on a sample of 379 firms, th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2024.2318880 |