Purpose The purpose of this study is to examine the direct/indirect effects of sustainable
competitive advantage (SCA) antecedents (entrepreneurial orientation, marketing capability …

Marketing innovation represents a pathway for achieving legitimacy, viability, and growth for
SMEs that typically operate with resource constraints in uncertain and competitive …

Innovation is attracting increasing attention from public authorities, enterprises, and
academics. Although emerging evidence has indicated that marketing innovation should be …

Purpose The purpose of the current research is to investigate the relationship between
marketing capabilities and marketing innovation toward the sustainable competitive …

Some researchers and marketing practitioners still rarely study comprehensively and in-
depth the role of advertising and sales promotion in improving brand image and customer …

Online presence is fast becoming a marketing hub for contemporary businesses. Often
known as digital marketing, the phenomenon offers several opportunities to businesses …

This paper investigates how the impact of the COVID-19 pandemic crisis affects the
innovation of Micro, small and medium enterprises (MSME) in Indonesia and how …

Purpose The paper aims to explain how agility capabilities (competence, flexibility,
responsiveness and speed) influence the chance of improving a small and medium-sized …

Using a sample of 309 Small and Medium-sized Enterprises (SMEs) from Tanzania and
applying partial least square structural equation modeling, the study analyses the different …

This study aims to investigate the impact of strategic agility on the relationship between
Human Resources Management (HRM) strategies and Sustainable Competitive Advantage …