As modern marketing environments become increasingly data‐intensive, the role of
marketing analytics in illuminating the dynamics of customer psychology to inform marketing …

The circular economy (CE) has been lauded as a path enabling more environmentally
sustainable economic growth for diverse industrial companies, requiring them to design and …

Digitization is receiving a lot of interest in recent servitization research, but the use of
platform-based Industry 4.0 technologies to boost product-service innovation (PSI) is less …

Purpose This study aims to advance the understanding of digital marketing capability by
conducting a comprehensive, systematic review of relevant literature at the firm level …

In the digital economy, effectively adopting public platforms for digital marketing has become
an important source of competitive advantage for small and medium-sized enterprises …

This study aims to analyze competitive advantage as a variable that mediates the effect of
market orientation on marketing performance. This research population is 113,000 SMEs …

Digital marketing has become an indispensable tool in the tourism industry, shaping the way
destinations engage with travelers and promoting economic growth. This study provides a …

Although the advantages of a market orientation (the organisation-wide implementation of
the marketing concept) are well-known, many smaller-sized (and under-resourced) …

Social media contains a massive amount of information, which provides researchers and
practitioners with an invaluable source of data to conduct research from end-users' …

As climate change poses substantial risks to society, businesses may expect that if they are
responsive to climate change risks and adopt sustainable practices, stakeholders will …