This article builds on the dynamic capability view of the firm in order to examine the role of
marketing innovation in the relationship between entrepreneurial orientation and …

Emerging markets are a crucial driver of brand growth and social media is a fundamental
part of brand strategy and its effective use viewed as instrumental to market success …

In today's fiercely competitive markets, customers' desire for instant gratification has shifted
towards subscription video-on-demand (SVOD) services as the preferred choice for digital …

In recent years, the increase in social networks has led consumers to spend a lot of time
online, getting a lot of information about different products and services that are of interest to …

En los últimos años, el incremento de las redes sociales ha llevado a que los consumidores
pasen mucho tiempo en línea, obteniendo a través de ellas mucha información acerca de …