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 effo...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade de Santiago de Compostela
2024-09-01
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| Series: | Revista Galega de Economía |
| Subjects: | |
| Online Access: | https://revistas.usc.gal/index.php/rge/article/view/9873 |